| In recent years,as the country attaches great importance to the development of local characteristic industry brands,it has brought opportunities for the development of Yunnan Pu’er tea brands.In the “Opinions of the People’s Government of Yunnan Province on Promoting the Green Development of Yunnan Tea Industry” issued in 2018,it was clearly stated that the public brand of “Pu’er Tea”should be bigger and stronger,which brought 100 billion economic value to the comprehensive development of Yunnan Pu’er Tea industry.Brand image design is an important part of brand construction.Therefore,the research on brand image design of Yunnan Pu’ er tea has strong practical significance and urgency of the times.This research is based on the ecological culture theory.On the one hand,the unique ecological environment in Yunnan has bred a rich and colorful ecological culture,and the distinctive ecological culture has created the charm of Yunnan Pu’er tea products and the cultural differences of Pu’er tea brands.Therefore,the rich and colorful Yunnan ecological culture is not only the basis and support of Pu’er tea brand image design,but also the unique art resource treasure house of Pu’er tea brand image design.On the other hand,when General Secretary Xi Jinping visited Yunnan in 2015,he asked Yunnan to strive to become the vanguard of ecological civilization construction.Therefore,the brand image design of Pu’er tea based on ecological culture theory not only implements the mission of ecological civilization construction in Yunnan,but also promotes the achievements of ecological civilization construction in Yunnan through the brand image of Pu’er tea.Research purposes : Through the systematic and effective output of Pu’er tea brand image with Yunnan ecological and cultural characteristics,to expand the promotion range of Yunnan ecological culture,improve the premium ratio of Pu’er tea brand,enhance the competitiveness of Pu ’er tea brand,and contribute to regional economic development.Research methods : this paper uses the literature method to sort out the national policies and regulations related to the subject and the literature related to the theories of ecological culture,brand image design and visual design;analyze excellent cases by case analysis;Combined with questionnaire and on-the-spot investigation and other research methods,it is found that : 1.The existing Pu’er tea brand image design lacks the connotation and expression of Yunnan ecological culture,and the systematic design of brand image design is insufficient;2.Most enterprises in the market rely on “Pu’er tea” such public regional brand,brand image design visual effect homogeneity serious,mutual imitation,brand awareness is weak and other issues.Research conclusions : By finding the relationship between Yunnan ecological culture and Pu’er tea brand image design,using design deduction and application deduction design method;this paper solves the problem that the distinctive characteristics of Yunnan ecological culture cannot play a cultural support and leading role in the brand image design of Pu’er tea,and also solves the problems existing in the quality improvement of Yunnan Pu’er tea brand image design.At the same time,it also provides systematic and professional Pu’er tea brand image design theory and case reference for the Pu’er tea industry.In general,the research on the brand image design of Yunnan’s Pu’er tea based on ecological culture is effective.This research conforms to the national policy and local development needs,and better solves the problems existing in the brand image design of Yunnan’s Pu’er tea in the current market.It also guides the design practice with scientific theoretical research,improves the Yunnan Ecological and Cultural uniqueness and difference of the brand image of Pu’er tea,and increases the added value of the brand of Pu’er tea.It will promote regional economic growth and realize the development aspiration of making Yunnan’s Pu’er tea bigger and stronger. |
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