Based On Organic Farms Service Design And Brand Strategy Research

With the rapid development of economy and living standards, consumers are likelyto turn their attention to quality and purchase experience from quantity of food. As atraditional agricultural country, China’s agricultural operation mode has mainly focusedon traditional agriculture, while organic agriculture has not developed until1990s and itslevel is still at the same level as undeveloped countries. Organic agriculture producesproducts without using organisms and its products by genetic engineering, without usingchemical pesticides, fertilizer, growth regulator, feed additive, etc. It obeys naturaldevelopment law, balances agriculture and livestock breeding, and meliorates the soil.Moreover, it is an agricultural method that preserves a stable agricultural system by usinga serious of sustainable technologies.As a combination of traditional agriculture and modern high technologies, organicagriculture has many advantages, not only can solve grain issue for populous countrieslike China, more importantly, it is a sustainable agricultural method that obeys nature andalso environment friendly. By this token, organic agriculture will lead China’s agriculturaldevelopment in the future, especially when it comes to food security and pollution issues.Based on the theory of service design and brand planning, this article combines theresearch result of observing orchards and vegetable gardens to design a organic brandaccording to suburban agricultural features and consumption characteristics. Meanwhile,the author has gained statistical information about consumption habits base on onlinesurvey.This article analyzes the current situation of organic agriculture products andindustries, claims the existing issues and potentials of China’s organic agriculture.Moreover, this article proposes the research content, methodology, and significance.Combined with specific cases, the author expounds the basic principle andphilosophy of service design, introduces the concept and direction of brand planning.In addition, this article compares China’s organic agriculture to other countries,analyzes our advantages and disadvantages, and aims at learning successful experiencefrom other countries. On the basis of the above research, this article will design a series ofservice plans, strategies, and websites to improve organic agriculture in China, based on aexperimental service design and brand planning towards a specific project.At last, the article will come to an integrated and efficient conclusion of the designprocess.This article is composed to create a healthy, satisfied, and reasonable lifestyle forpeople by combining design and agriculture. Designing is no longer a simple tool, butcarries human ideal and morality.