Research On The Precise Design Of The Old Mooncake Brand Under The Background Of Big Data

With the rapid development of Internet,digital technology and other emerging technologies,the data generated by consumers is increasing day by day or even showing an explosion.The era of big data has come.In this context,the quality of brand design and communication system has changed.Compared with the increasingly prominent disadvantages of brand design communication,brand design and communication carry out accurate optimization from the design strategy and design image.In the context of big data,brand precise design is the integration and innovation of data-driven field and brand design field,which can help enterprise owners to provide more accurate brand strategy,design scheme more in line with the needs of consumers,optimize design and resource allocation,and create more advanced brand design and brand experience,which ultimately translates into the improvement of economic benefits and brand value.The time-honored brand bears the cultural connotation of the Chinese nation,but with the development of modern science and technology and the growth of social economy,the timehonored brand of our country is gradually in the situation of "internal and external troubles".In brand management,we should keep the "inertia thinking",treat the current market competition with traditional methods,and follow the fuzzy strategy;in visual design,we should be inflexible,traditional or boring.These weak performances make the traditional time-honored brands fade out of the mainstream consumer market,and some of them are even eliminated by the market.This paper takes big data as the research background,uses literature research method,comparative analysis method,case analysis method and interdisciplinary research method,takes mooncake time-honored brand as the research object,analyzes the innovation cases of relevant big data brand precise design at home and abroad,compares with domestic time-honored brand of mooncake,sums up the pain points and summarizes the innovation of big data precise design The methodology and model of brand design.The old brand is considered to be insufficient in design strategy and brand image.Then,it discusses the solutions to the pain points in various aspects in detail,supported by literature theory and brand cases.Finally,this paper takes the old mooncake brand as an example to carry out design practice,using the method of big data precise design to optimize the old mooncake brand design,using the method of big data applied in design research to provide scientific design research and analysis,disassembling the needs,building the experience journey of portrait construction,etc.,accurately output the brand design scheme,and reshape the shape of specific mooncake brand And verify the opinions and suggestions of the practical paper.