A Study On The Brand Construction And Display Of Regional Agricultural Products Under The Rural Revitalization Strategy

In the era of economic globalization,all industries should follow the tide of the times and keep pace with the times.As a large agricultural country,China should vigorously develop agriculture.On October16,2022,the 20 th National Congress of the Communist Party of China was successfully held.The meeting clearly stated that we should comprehensively promote rural revitalization,adhere to the priority development of agriculture and rural areas,consolidate and expand the achievements of poverty alleviation,accelerate the construction of an agricultural power,and firmly promote the revitalization of rural industries.Agricultural revitalization is the foundation of rural revitalization,and the development of agricultural branding has also ushered in new opportunities.However,in the process of agricultural product branding,issues such as visual homogeneity,lack of cultural connotation,and single promotion channels have gradually emerged.Therefore,in the context of rural revitalization,how to create regional agricultural product brands through effective brand building and promotion strategies,thereby giving agricultural products new vitality and improving agricultural competitiveness,has become an urgent issue to be solved.The subject of this paper will mainly use the methods of literature research,case analysis,field research and practice summary to carry out the work of the paper.Firstly,it introduces the relevant concepts of "rural revitalization" and "brand building of agricultural products",affirms the necessity of brand building of agricultural products under rural revitalization,and summarizes the current situation and existing problems of brand development of agricultural products in China;Secondly,clarify the relevant concepts of regional agricultural products,clarify the three dimensions of regional agricultural product brand building and their interrelationships,and summarize and analyze the design principles of regional agricultural product brand building;From the perspective of display design,this paper proposes a method of using new media technology to display regional agricultural product brands;Finally,through the above research,taking the "Xinli Farm" themed exhibition as an example,we deeply explore the local regional culture,conduct practical exploration from aspects such as logo,IP image,packaging,cultural and creative design,and use new media technology and social platforms to display and promote its brand,thereby improving the brand awareness of "Xinli Farm" agricultural products,promoting the dissemination and development of regional agricultural product brands and related characteristic industries,Assist in rural revitalization.