建筑与文化Issue(1)：85-87,3.DOI:10.19875/j.cnki.jzywh.2024.01.028
乡村旅游背景下特色农产品品牌形象设计研究
Research on Brand Image Design of Characteristic Agricultural Products under the Background of Rural Tourism
摘要
Abstract
Under the background of rural tourism,the construction and development of characteristic agricultural products brand show new changes.This paper first analyzes the relationship between rural tourism and characteristic agricultural products brand.Secondly,this paper proposes to construct the brand image of featured agricultural products under the background of rural tourism through brand positioning,brand recognition,brand response,brand relationship and other dimensions.The brand excavates the characteristic connotation of agricultural products,relies on the tourism brand resources to publicize,enrichis consumers'online and offline travel experience,and initiates community interaction to make consumers perceive the value of the characteristic agricultural products brand.Finally,brand loyalty will be established to achieve sustainable brand development and help rural revitalization.关键词
乡村旅游/特色农产品/品牌形象设计/品牌社群Key words
rural tourism/characteristic agricultural products/brand image design/brand community引用本文复制引用
林曦,彭梓妤..乡村旅游背景下特色农产品品牌形象设计研究[J].建筑与文化,2024,(1):85-87,3.
