중국 서부지역 농산물브랜드 포장디자인 개발전략 연구

Abstract

With the changes in the domestic and foreign industries environment, the traditional competitive means of commodities are not enough. The competitiveness of commodities increasingly depends on the development of new technologies, the improvement of design level and the design of new brand. From recent reports, it is not difficult to see that agricultural products in China’s west region have been lack of necessary packages, brands and sale establishments. As a result, products can not be based on the market and go abroad. Farmers have suffered a huge loss for this reason. At the same time, not only the price and varieties of products, but also the designs of new brand have been highly required by consumers. Therefore, to meet consumers’ demands are the critical step for the agricultural products of western region to be based on the market. On the other hand, with the development of national economy and the enhancement of overall national strength, the state has implemented a series of measures to development agriculture. Especially the two policies: “Great Western Development” and the “new rural construction”, which provide a good space for the development of agriculture in western China. Considering the above factors, the author analyses the brand packaging design of the products centered as Sichuan province in western China. The investigation to the brand packaging design of agriculture products has also been done among consumers in Sichuan province. Based on the analysis of the investigation, the improvement program is proposed.