Research On The Brand Design Of Prefabricated Vegetables In The Post Epidemic Era

Prefabricated dishes are convenient dishes that undergo standardized and simplified production steps for cumbersome dishes,and prefabricate the raw materials of the dishes in advance.Prefabricated dishes originated in the United States and entered the Chinese market mainly in the form of fresh and clean vegetables in 1973.After the development of the prefabricated vegetable industry,the epidemic situation has ushered in a new situation.The prefabricated vegetable industry in China has now entered a period of development and has a promising future.However,it will also face challenges such as brand building and comprehensive popularization.On February 23,2023,the National Health Commission stated that it would further improve various measures for "Class B and Class B management" in response to the epidemic,and strengthen the standardized detection of the epidemic.Although it has entered the post epidemic stage and the social economy is gradually recovering,people’s consumption desires and eating styles have been greatly affected,and the post epidemic has ushered in new possibilities for the development of prefabricated food brands.Before the epidemic,most of the prefabricated dishes were circulated in B-end enterprises,while in the post-epidemic era,prefabricated dishes should establish their own brand for the C-end market,building a brand image design with younger visual symbols,brighter colors,and more communication significance.This article consists of six chapters.The first and second chapters introduce the topic of the paper and summarize the development of prefabricated dishes.Chapter 3 proposes the industry issues and feasibility of prefabricated dishes in the post epidemic era through brand research and consumer analysis.The fourth chapter proposes how to provide direction for the development of prefabricated dishes in the post epidemic situation from the aspects of brand improvement,market cultivation,and image design.The fifth and sixth chapters mainly focus on specific methods for brand image design and practice.This article takes Shi Xiaochu’s prefabricated dish brand as an example to explore strategies for the development of prefabricated dish brand image in the post epidemic era,theoretically filling the gap between prefabricated dishes and brand image design in the post epidemic stage,and practically providing more prefabricated dish brands with feasible brand image design strategies at this stage.Through theoretical analysis of brand image,improve the core values of the brand,establish the relationship between the brand and consumers from the visual image design of the brand,fully present the "Stone Kitchen" brand image design,and propose a complete and reasonable brand design strategy that conforms to the post epidemic situation.I hope to provide new ideas and methods for the consumption transformation and construction of catering brands in the post epidemic situation while designing.Provide assistance in establishing a brand market for prefabricated dishes.