电子商务下三只松鼠的品牌形象设计与推广研究.PDFVIP

包 装 工 程 第 39 卷 第 20 期 90 PACKAGING ENGINEERING 2018 年 10 月 电子商务下三只松鼠的品牌形象设计与推广研究 梁淑敏 1,2 （1.仲恺农业工程学院，广州 510225 ；2.广东省食品绿色包装工程技术研究中心，广州 510225 ） 摘要： 目的 对电子商务下三只松鼠的品牌形象设计与推广进行案例研究，期望对其他的新老品牌有一 定的启发作用。方法 探讨三只松鼠在电子商务模式下的品牌定位、品牌文化理念、品牌视觉形象设计 与推广，进而提出电商食品的品牌形象设计与推广的策略建议。结论 电商食品的品牌视觉形象设计需 要有差异化的品牌定位、独特而统一的品牌视觉形象识别系统、注重用户体验的品牌形象，这样才有利 于品牌在商业竞争中生存和发展。 关键词： 电子商务；三只松鼠；品牌定位；品牌视觉形象；品牌形象推广 中图分类号：J524 文献标识码：A 文章编号： 1001-3563(2018)20-0090-05 DOI ：10.19554/j.cnki.1001-3563.2018.20.014 Brand Image Design and Promotion of Three Squirrels under Electronic Commerce LIANG Shu-min 1,2 (1.Zhongkai University of Agriculture and Engineering, Guangzhou 510225, China; 2.Guangdong Engineering Technology Research Center for Green Packaging of Food, Guangzhou 510225, China) ABSTRACT: The work aims to conduct case study on the brand image design and promotion of Three Squir- rels under electronic commerce, hoping to have some inspiration for other new and old brands. The brand po- sitioning, brand cultural concept, brand vision image design and promotion of Three Squirrels under electronic commerce were discussed, and then the strategies and suggestions of electronic commerce food brand image design and promotion were proposed. Visual image design of electronic commerce food brand needs to have differentiated brand positioning, and unique and unified brand visual identity system, and pay attention to the brand image experienced by the users, which is good for the brand to survive and develop in the commercial competition. KEY WORDS: electronic commerce; Three Squirrels; brand positioning; brand visual image; brand image pr