Research And Application Of Brand Image Design Of Characteristic Agricultural Products As Urban Products Urban Gifts

Nowadays,with the rapid development of global urbanization and the expansion of urban space,urban characteristics are gradually disappearing under the integration of different cultures.In order to expand regional influence and enhance the comprehensive competitiveness of cities,urban culture with characteristics has become an advantage to attract more resources.While the bright city gift is a business card of the city,it is the epitome of the city connotation,representing the face of the city,as the connection between the city and the people,it exists in the city life.In recent years,China,as the most influential country in the process of urbanization in the 21 st century,urgently needs to improve the unique development of internal regional resources.But nowadays,the domestic research on urban characteristic culture has just started,although some achievements have been made in the research of brand image and city gift theory,few researches on the four-tier or five-tier small towns with relatively weak brand awareness creating regional characteristics of agricultural products as their city gifts are conducted.The purpose of this paper is to find a brand image design method for Jingjiang city gift in combination with the theory and practice of brand image design of characteristic agricultural products or city gifts at home and abroad.Specifically,(1)it analyzes the current establishment situation of the characteristic agricultural product brand,analyzes the current successful way for outstanding domestic and foreign characteristic agricultural product brand and image design,as well as the insufficiencies of characteristic agricultural product market brand establishment in our country.And combined with the current situation of "origin" consumption demand for characteristic agricultural products,it has an in-depth understanding of the characteristics of regional cultural characteristics of the brand of agricultural products.It is found that as a regional characteristic agricultural product,its brand image includes: unique high quality from "Origin",distinct local cultural characteristics,aswell as a good visual impression.(2)It analyzes the characteristic elements of urban gifts.This includes the summary of the theory of urban gifts at home and abroad and the conclusion of the classification of urban gifts,the research on the relevant materials of city gift characteristics and consumer research data analysis and summary,introducing the urban gift selection elements,namely: uniqueness,dissemination,practicality,affectivity.(3)Combining with the brand image design of characteristic agricultural products and the selection elements of city gift,it theoretically puts forward the ideal design element of the brand image of characteristic agricultural products as a city gift: 1)has the industrial agglomeration effect(2)has the uniqueness 3)has the regional characteristic culture 4)Through the investigation of Jingjiang city history,culture,nature and so on,it summarizes the beauty of Jingjiang city's characteristics from nature and culture,that is,the beauty of Gushan culture and the spirit of the Southern Song Dynasty.Collect consumers' selection for Jingjiang City gifts by the form of questionnaire,and combined with the statistical software analysis,the data show that the ideal theory of selecting characteristic agricultural products as city gift has a high accuracy.(5)It conducts market analysis and consumer research on this product,compares the four major brands based on "SWOT" analysis method and finds that Jingjiang dried pork slice has good quality and mature product processing technology,which has already formed a certain industrial effect.But the establishment of the brand image is mixed.Combined with consumer research demands and the brand image elements of characteristic agricultural products,it builds the image blueprint of Gushan brand dried pork slice,and sets its product positioning,brand positioning and cultural positioning.The main innovations of this paper lie in:(1)from the perspective of constructing the city gift brand,it combines the brand image of characteristic agricultural products with the brand of small city(Jingjiang),takes the regional characteristic culture as the link,and combines with the product characteristic,puts forward a method for establishing urban gifts in small towns with weak brand awareness.(2)Through characteristic analysis,it establishes the ideal model of Gushan brand dried pork slice.The purpose and significance of this paper lie in:(1)constructing the brand of Jingjiang dried pork slice,representing the urban culture and characteristics of Jingjiang;(2)strengthening consumers' good impression on the brand of Jingjiang dried pork slice thus to to enhance consumers' understanding and impression of Jingjiang City;(3)providing new ideas and methods for the current small cities for the establishment of special urban gifts of agricultural products.