乡村振兴视角下驻马店农产品品牌形象设计研究
Research on Brand Image Design of Zhumadian Agricultural Products under the Perspective of Rural Revitalization

目前，各行各业对于品牌形象的需求越来越高，要想提高农产品的附加值，必须要有一个品牌，而这就需要对农产品品牌进行视觉识别设计。在乡村振兴战略的指导下，加强驻马店农产品的品牌形象设计和创新，对于驻马店农业的发展具有重要意义。驻马店作为一个农业大市，具有丰富的农产品资源，但目前存在着品牌同质化、市场定位不清晰、品牌设计与宣传不力等问题。因此，如何提高我国农产品的品牌价值，提高其市场竞争力具有重要意义。随着乡村振兴战略的实施，农产品品牌形象的塑造已经成为提升农产品价值链中的一个重要内容。本文从乡村振兴的背景下，分析了驻马店农产品的发展现状以及当前在构建农产品品牌过程中遇到的一些问题，提出了扩大农产品品牌的途径，以期为乡村振兴战略下的农产品品牌建设提供有益的借鉴。
At present, there is an increasing demand for brand image in various industries, and a brand is necessary to increase the added value of agricultural products, which requires a visual identity design for the brand of agricultural products. Under the guidance of rural revitalization strategy, strengthening the brand image design and innovation of Zhumadian agricultural products is of great significance to the development of Zhumadian agriculture. As a large agricultural city, Zhumadian has rich agricultural resources, but currently there are problems such as brand homogenization, unclear market positioning, and weak brand design and publicity. Therefore, it is of great significance how to improve the brand value of China’s agricultural products and enhance their market competitiveness. With the implementation of the rural revitalization strategy, the brand image of agricultural products has become an important element in the value chain of enhancing agricultural products. From the background of rural revitalization, this paper analyzes the development status quo of agricultural products in Zhumadian as well as some of the problems currently encountered in the process of constructing agricultural product brands, and puts forward the ways to expand the brand of agricultural products, with a view to providing useful reference for the construction of agricultural product brands under the strategy of rural revitalization.