Specialty Brand Scheme And Design Based On University Students' Consumption Behaviors Of Big Shock

In 2014, Prime Minister Li Keqiang called for "public entrepreneurship and innovation". With the prosperity of internet in China, more start-ups are being built based on "Internet +" strategy. To respond to call of the Premier and to study and practice the project, the author of this paper established Qianjiang Big Shock Commercial and Trade Ltd, a Qianjiang local specialty brand. This paper does research on consumer behavior patterns of university students based on their consumption of Big Shock crayfish, explores the building of food brand which sets its target consumer as university students and foresees the possibility of creating a brand to promote city image and elevate local tax income.Qianjiang municipal government promotes crayfish farming techniques and teaches cooking crayfish, focusing on the development of Qianjiang local specialty "Braised Prawns". It changes the homogenization and plagiarism problem on today's specialty. In the niche market, consumer behavior analysis is done, visual design is applied into the currently hot "network marketing" field and the use of micro-channel, blogging, Taobao and other platforms make the local products through various channels to the country.Based on brand, niche markets, specialty, consumer behavior analysis, and data related to past surveys, the paper uses the knowledge of design, advertising, marketing, brand, sociology and other disciplines. It studies the planning and design of "big shock" brand of the specialty, put commercial design in the implementation of the development of the real economy, and design from the brand promotion needs of specialty economy, to achieve a unified brand in the network marketing connotation and manifestation.Through strategic design research of "big shock" brand, the city not only establishes effective local specialty brand, but also enhances the image of the city and leads the local people's income. It's also forward-looking to implement the brand design into the university student market.