Research On The Brand Image Design Of "Wuyuan" Chrysanthemum Based On E-commerce

China has been a large agricultural country since ancient times,with a long farming civilization,and the variety of agricultural and sideline products is very rich.However,the brand image design of agricultural and sideline products in China has not been paid attention to for a long time,and can not keep up with the pace of the times,which leads to the lagging development of agricultural and sideline products in China.Many high-quality original ecological regional characteristic agricultural products are in the state of nameless because they are located in a remote area and cannot get out of the local restrictions.With the advent of the era of "Internet plus",new ideas have been brought to the solution of this problem.Under the background of "Internet plus",the electronic business platform has become an important hub of the current economic restructuring,breaking the traditional business models in time and geographical constraints.At the same time,it subverts people’s traditional consumption mode and presents an interactive trend.More and more agricultural and sideline products enterprises are transforming to e-commerce platform,building and developing brands through e-commerce platform,so it is of far-reaching practical significance to study the brand image design of agricultural and sideline products in the context of e-commerce.Based on the research of e-commerce platform,through the research methods of literature,comparative analysis and field investigation,this paper makes an in-depth analysis of the market situation and development environment of Jinsi Huangju brand,and probes into the construction of agricultural and sideline product brand in e-commerce platform.Taking the design of "Wuyuan" golden chrysanthemum brand image as an example,this paper studies the background and characteristics of e-commerce,as well as the status quo of agricultural and sideline products brand in e-commerce platform.Based on the analysis of the differences between the agricultural and sideline product brands of e-commerce platform and the offline traditional agricultural and sideline product brands,this paper discusses the necessity of building brand image of agricultural and sideline product brands in e-commerce platform,and extracts the design strategy of the case "Wuyuan" golden wire Huangju brand image.This topic discusses the brand image design of "Wuyuan" golden Chrysanthemum under the e-commerce platform,and makes innovative design on brand logo,product packaging,Taobao Mall page and other aspects,integrating regional culture into it.The purpose is to break the current situation of scattered brand image of Jinsi Huangju in the market and expand the sales of Jinsi Huangju.I hope that through the research of this topic,it can effectively promote the development of brand image design of agricultural and sideline products in China,and promote the sales of regional agricultural products.