Research On Brand Planning And Visual Image Design Of Xianglian Group

Xiangtan is famous for planting Hunan lotus seed throughout the country,also known as "The city of lotus seed".The lotus seeds produced by Xiangtan have earn people’s favor and good reputation in the market because of their high protein,low fat and good taste.They are called "the first lotus seed in China".Hunan lotus seed industry has become one of the six leading industries in Xiangtan County.Planting base area in Xiangtan County Hunan lotus seed is the largest in the country;the number of enterprises producing Hunan lotus seed is also the first in China;The Lotus seed marbet in Hua shi Xiangtan county is the only large-scale distribution and producing center in China,where more than 60% of the lotus seeds are processed and produced,and also exported to more than 10 countries and regions.However,due to the weak protection of varieties,the advantages of cultivation of Hunan lotus seed are weakened;in the face of various varieties of lotus seeds on the market,homogenization is serious,brand effect is weak,market competitiveness is not strong,pressure is high;in addition,the trademark of Hunan lotus seed was once maliciously forestall to register and the event of lotus seed bleaching,and other reasons,the development of the industry of Hunan lotus seed has suffered unprecedented difficulties.At present,there are still many problems in Hunan lotus seed industry itself,such as weak brand awareness of Hunan lotus seed enterprises,numerous,miscellaneous and disorderly brands,lack of unified brand management and marketing,etc.This situation is not conducive to the development of Hunan lotus seed industry.I believes that in order to achieve sustainable development of Hunan lotus seed industry,it is necessary to build Hunan lotus seed into a brand with strong cohesion and tremendous market influence.This paper explores the advantages of Hunan lotus seed from the natural quality and cultural connotation of Hunan lotus seed products,and from the perspective of industrial development,analyses the main problems faced.On the basis of exploring the advantages and problems of Hunan lotus seed,this paper puts forward the re-planning strategy of Hunan lotus seed brand and the methods to solve the main problems faced by Hunan lotus seed: putting forward feasible measures according to the current situation to integrate Hunan lotus seed brand and explore the brand positioning;taking Hunan lotus seed culture as the main line to build and extend the industry chain of Hunan lotus seed;utilizing the quality of Hunan lotus seed and the characteristics and features of Hunan lotus seedculture Advantages form the concept of green marketing.Based on the core value and brand positioning of Hunan lotus seed brand,the paper also creates and designs a visual image system with outstanding personality through practice.