Research On Brand Marketing Of Experiential Ecological Agricultural Culture

With the decline in the carrying capacity of global environmental resources,and the arrival of the era of experience economy,comprehensive agricultural projects integrating ecology,leisure and experience have gradually occupied the mainstream market.To upgrade natural and ecological resources into the advantages of the cultural industry,realizing experience marketing for ecological agriculture is an effective means of sustainable development.Cultural brand building has enhanced the humanistic temperature,enriched agricultural color,accelerated science and technology,and realized the condensation of ecological civilization concept and humanistic aesthetic value.Based on referring to a large number of excellent cases and advanced design concepts,this research project conducts a lot of field investigations on the project of Huigeng Tribe,starts from design theories and philosophical standpoint,regards experience economy as the marketing background,distills design elements of brands from ecological resources of nature,selects the natural concept of eco agriculture,condenses the features of cultural brands,offers integrated experience marketing in the process of practical design,and finally achieves brand building for ecological agricultural projects.The thesis conducts an innovative study on eco-agricultural projects,defines the brand strategies for the eco agricultural project of Huigeng Tribe as relying on the eco environment,taking farming activities as the basis,regarding cultural creation as the guidance,adopting the means of experience marketing,and aiming to drive the economy,and subverts the integrated eco agriculture consisting of only traditional agricultural modes in structure.This research project conducts an investigation and field survey on the project of Huigeng Tribe,and proposes the brand philosophy of “ being good at ploughing,selecting,and living ” based on complying with its operation and development philosophy so that consumers can feel the brand temperature of“obtaining fresh food from this,forming culture from this,and producing literary network from this ”.Relying on ecological resources and taking regional culture as an entry point,the design concept of "S & U-System"-"Quality and Simplicity" is set for the "Hui GengTribe" system.Focusing on the overall brand strategy of the "Hui Geng Tribe" project,we carried out the design and practice of cultural brands,explored the organic and practical combination of the cultural and ecological brands of ecological agriculture,and strived to be close to life and cause psychological resonance with consumers.The "S & U" Huigeng tribal system was created to realize the upgrade from the simple corporate image VI to the customer satisfaction service CS(customer satisfaction service system)concept,and finally realize the branding of ecological agriculture.It is expected that through this research project,we can deepen the cultural brand building of eco-agriculture projects,expand experience activities,and try to propose feasible marketing strategies and brand design proposals for Huigeng Tribe project.The thesis expands the agricultural market space from the perspective of project market,enhanced the added value of agricultural brands,constructs the eco-agriculture chain from the perspective of cultural industries,and realize maximization of product value.The thesis innovates agricultural development models and carries forward the cultural value of agriculture from the perspective of integrated objectives.