扫一扫下载超级码安卓版APP 免费试用
扫一扫下载超级码IOS版APP 免费试用
【区域品牌】象州县“象你那么甜”区域公用品牌发布,甲骨文超级码探索品牌互联网化
发布时间:

2020-09-17 10:16:53

83
<p style="margin: 16px 0px; padding: 0px; border: 0px; color: #222222; font-family: 'PingFang SC', 'Hiragino Sans GB', 'Microsoft YaHei', 'WenQuanYi Micro Hei', 'Helvetica Neue', Arial, sans-serif; font-size: 16px;">9月16日,在象州县电子商务进农村综合示范项目启动仪式暨电商区域公用品牌发布会上,在到场的自治区商务厅、来宾市商务局、象州县人民政府领导们的共同见证下,象州县政府正式发布了该县的公用品牌&mdash;&mdash;&ldquo;<span style="margin: 0px; padding: 0px; border: 0px; font-weight: bold;">象你那么甜</span>&rdquo;。品牌logo、IP形象&ldquo;桔妹妹&rdquo;&ldquo;米哥哥&rdquo;等品牌相关形象一举亮相。</p> <p style="margin: 16px 0px; padding: 0px; border: 0px; color: #222222; font-family: 'PingFang SC', 'Hiragino Sans GB', 'Microsoft YaHei', 'WenQuanYi Micro Hei', 'Helvetica Neue', Arial, sans-serif; font-size: 16px;">本次品牌发布会,拉开了象州以品牌赋能产品、打造竞争力、助力上行的序幕。</p> <div class="pgc-img" style="margin: 0px; padding: 0px; border: 0px; font-size: 16px; line-height: 28px; color: #222222; word-wrap: break-word; font-family: 'PingFang SC', 'Hiragino Sans GB', 'Microsoft YaHei', 'WenQuanYi Micro Hei', 'Helvetica Neue', Arial, sans-serif;"><img style="margin: 10px auto; padding: 0px; border: 0px; max-width: 100%; display: block;" src="https://www.chaojima.com/UserFiles/SynchronousImage/855E4BDCC4FC25E0D50D2C608297194E.jpg"> <p class="pgc-img-caption" style="margin: 16px 0px; padding: 0px; border: 0px;">&nbsp;</p> </div> <div class="pgc-img" style="margin: 0px; padding: 0px; border: 0px; font-size: 16px; line-height: 28px; color: #222222; word-wrap: break-word; font-family: 'PingFang SC', 'Hiragino Sans GB', 'Microsoft YaHei', 'WenQuanYi Micro Hei', 'Helvetica Neue', Arial, sans-serif;"><img style="margin: 10px auto; padding: 0px; border: 0px; max-width: 100%; display: block;" src="https://www.chaojima.com/UserFiles/SynchronousImage/E6ACC9ABBCBC123C3DBBD99EBA48593B.jpg"> <p class="pgc-img-caption" style="margin: 16px 0px; padding: 0px; border: 0px;">&nbsp;</p> </div> <div class="pgc-img" style="margin: 0px; padding: 0px; border: 0px; font-size: 16px; line-height: 28px; color: #222222; word-wrap: break-word; font-family: 'PingFang SC', 'Hiragino Sans GB', 'Microsoft YaHei', 'WenQuanYi Micro Hei', 'Helvetica Neue', Arial, sans-serif;"><img style="margin: 10px auto; padding: 0px; border: 0px; max-width: 100%; display: block;" src="https://www.chaojima.com/UserFiles/SynchronousImage/C04800DBFE8F7AF7FCA862EC38F3C27A.jpg"> <p class="pgc-img-caption" style="margin: 16px 0px; padding: 0px; border: 0px;">&nbsp;</p> </div> <p style="margin: 16px 0px; padding: 0px; border: 0px; color: #222222; font-family: 'PingFang SC', 'Hiragino Sans GB', 'Microsoft YaHei', 'WenQuanYi Micro Hei', 'Helvetica Neue', Arial, sans-serif; font-size: 16px;"><span style="margin: 0px; padding: 0px; border: 0px; font-weight: bold;">前情:产品出村进城,古郡盼新&ldquo;象&rdquo;</span></p> <p style="margin: 16px 0px; padding: 0px; border: 0px; color: #222222; font-family: 'PingFang SC', 'Hiragino Sans GB', 'Microsoft YaHei', 'WenQuanYi Micro Hei', 'Helvetica Neue', Arial, sans-serif; font-size: 16px;">象州,古称象郡,这是一个位于广西壮族自治区腹地的县城。自秦始皇时期建置,至今已经有2100多年。壮、瑶、汉等多个民族聚居,千百年的交流与积淀,让这里成为一个民族氛围浓郁的多元文化汇集地。</p> <p style="margin: 16px 0px; padding: 0px; border: 0px; color: #222222; font-family: 'PingFang SC', 'Hiragino Sans GB', 'Microsoft YaHei', 'WenQuanYi Micro Hei', 'Helvetica Neue', Arial, sans-serif; font-size: 16px;">为文化提供物质滋养的,是象州优质的生态环境与丰富的物产。</p> <p style="margin: 16px 0px; padding: 0px; border: 0px; color: #222222; font-family: 'PingFang SC', 'Hiragino Sans GB', 'Microsoft YaHei', 'WenQuanYi Micro Hei', 'Helvetica Neue', Arial, sans-serif; font-size: 16px;">这里温泉与凉泉并存,被誉为&ldquo;中国泉都&rdquo;。得益于温凉泉与森林生态的颐养,生活在这里的人们普遍长寿,并在2016年被认证为&ldquo;中国长寿之乡&rdquo;。</p> <p style="margin: 16px 0px; padding: 0px; border: 0px; color: #222222; font-family: 'PingFang SC', 'Hiragino Sans GB', 'Microsoft YaHei', 'WenQuanYi Micro Hei', 'Helvetica Neue', Arial, sans-serif; font-size: 16px;">经广西大学检测,象州土壤是土壤富硒标准的1.88倍,加之雨热同期的季风气候,让这里果鲜米甜,产出沙糖桔和大米两大产品。<span style="margin: 0px; padding: 0px; border: 0px; font-weight: bold;">象州沙糖桔</span>可溶性固形物含量高,可滴定酸含量低,酸甜适口,口感细腻而无渣,是国家地理标志产品。<span style="margin: 0px; padding: 0px; border: 0px; font-weight: bold;">象州大米</span>也久有盛名,宋代《舆地纪胜》记载:象州&ldquo;多膏腴之田,长腰玉粒为南方之最&rdquo;。<span style="margin: 0px; padding: 0px; border: 0px; font-weight: bold;">象州红米</span>更是&ldquo;双地标&rdquo;认证产品。象州人家家常煮饭惯在白米中添加一把红米,红白混杂,米饭香气尤为不同。除此之外,象州盛产<span style="margin: 0px; padding: 0px; border: 0px; font-weight: bold;">沃柑、葡萄、蜜柚、枇杷、龙眼</span>等数十种热带水果。</p> <p style="margin: 16px 0px; padding: 0px; border: 0px; color: #222222; font-family: 'PingFang SC', 'Hiragino Sans GB', 'Microsoft YaHei', 'WenQuanYi Micro Hei', 'Helvetica Neue', Arial, sans-serif; font-size: 16px;">2019年,象州县入选第六批国家级电子商务进农村综合示范县,产品上行开始提速。考虑到象州米果产品一直以批发为主,导致其专业渠道有口碑、消费市场却知名度低的局面。因此,<span style="margin: 0px; padding: 0px; border: 0px; font-weight: bold;">要借助电商示范县的建设,让象州产品直接走到消费者的心中,为象州农特产业从业者争取更多的利润空间</span>。象州县政府把品牌建设放在尤为重要的位置。</p> <div class="pgc-img" style="margin: 0px; padding: 0px; border: 0px; font-size: 16px; line-height: 28px; color: #222222; word-wrap: break-word; font-family: 'PingFang SC', 'Hiragino Sans GB', 'Microsoft YaHei', 'WenQuanYi Micro Hei', 'Helvetica Neue', Arial, sans-serif;"><img style="margin: 10px auto; padding: 0px; border: 0px; max-width: 100%; display: block;" src="https://www.chaojima.com/UserFiles/SynchronousImage/E67B87C58AC03E863C79EFAA1750AED8.jpg"> <p class="pgc-img-caption" style="margin: 16px 0px; padding: 0px; border: 0px;">&nbsp;</p> </div> <p style="margin: 16px 0px; padding: 0px; border: 0px; color: #222222; font-family: 'PingFang SC', 'Hiragino Sans GB', 'Microsoft YaHei', 'WenQuanYi Micro Hei', 'Helvetica Neue', Arial, sans-serif; font-size: 16px;"><span style="margin: 0px; padding: 0px; border: 0px; font-weight: bold;">创意:植入互联网基因,构建品牌传播力</span></p> <p style="margin: 16px 0px; padding: 0px; border: 0px; color: #222222; font-family: 'PingFang SC', 'Hiragino Sans GB', 'Microsoft YaHei', 'WenQuanYi Micro Hei', 'Helvetica Neue', Arial, sans-serif; font-size: 16px;"><span style="margin: 0px; padding: 0px; border: 0px; font-weight: bold;">传播力</span>是品牌影响力建立的重要媒介,基于品牌核心价值创意品牌定位、口号、形象,一切都为降低营销传播成本服务,是消费市场的决胜关键。</p> <p style="margin: 16px 0px; padding: 0px; border: 0px; color: #222222; font-family: 'PingFang SC', 'Hiragino Sans GB', 'Microsoft YaHei', 'WenQuanYi Micro Hei', 'Helvetica Neue', Arial, sans-serif; font-size: 16px;">项目伊始,<span style="margin: 0px; padding: 0px; border: 0px; font-weight: bold;">浙江甲骨文超级码科技股份有限公司</span>的品牌团队就发现,象州创牌有两大劲敌,皆来自&ldquo;芳邻&rdquo;&mdash;&mdash;桂林、柳州,前者一句&ldquo;桂林山水甲天下&rdquo;无出其右,后者借爆品&ldquo;柳州螺蛳粉&rdquo;使柳州一度成为&ldquo;吃货&rdquo;心目中的圣地。要构建象州品牌影响力,象州创牌要独辟蹊径。<span style="margin: 0px; padding: 0px; border: 0px; font-weight: bold;">我们认为,象州产品主要走电商,在电商渠道要会说&ldquo;行话&rdquo;,用网络语言与消费者沟通,提高传播力。</span></p> <p style="margin: 16px 0px; padding: 0px; border: 0px; color: #222222; font-family: 'PingFang SC', 'Hiragino Sans GB', 'Microsoft YaHei', 'WenQuanYi Micro Hei', 'Helvetica Neue', Arial, sans-serif; font-size: 16px;">调研发现,在象州独特地理条件与气候环境的影响下,象州水果鲜甜,大米清香回甘,象州产品的共同点&ldquo;甜&rdquo;这一点与消费者的购买动机一致,结合电商运营的氛围,用互联网化的语言构建品牌传播力,<span style="margin: 0px; padding: 0px; border: 0px; font-weight: bold;">&ldquo;象你那么甜&rdquo;品牌应运而生,突破传统区域公用品牌名常用的2~4字,选用一句口语化短语,既突出象州产品特质,又能和消费者对话。把品牌当做宣传的超级话语,&ldquo;象州沙糖桔,象你那么甜&rdquo;&ldquo;象州葡萄,象你那么甜&rdquo;&ldquo;象州葛根粉,象你那么甜&rdquo;&hellip;&hellip;&ldquo;象你那么甜&rdquo;运用在产品广告语中,为产品价值背书,在不断重复中,传播品牌,建立品牌关联。</span></p> <p style="margin: 16px 0px; padding: 0px; border: 0px; color: #222222; font-family: 'PingFang SC', 'Hiragino Sans GB', 'Microsoft YaHei', 'WenQuanYi Micro Hei', 'Helvetica Neue', Arial, sans-serif; font-size: 16px;"><span style="margin: 0px; padding: 0px; border: 0px; font-weight: bold;">因为品牌名字特别顺口,所以无论是路人,还是工作人员,都会有意无意地把&ldquo;象你那么甜&rdquo;挂在嘴边,使它不仅是一个slogan,更成为了大家的口头禅,还是一句夸人的常用语。</span></p> <div class="pgc-img" style="margin: 0px; padding: 0px; border: 0px; font-size: 16px; line-height: 28px; color: #222222; word-wrap: break-word; font-family: 'PingFang SC', 'Hiragino Sans GB', 'Microsoft YaHei', 'WenQuanYi Micro Hei', 'Helvetica Neue', Arial, sans-serif;"><img style="margin: 10px auto; padding: 0px; border: 0px; max-width: 100%; display: block;" src="https://www.chaojima.com/UserFiles/SynchronousImage/C295AD0432C341E8DAAD9BDE7C1771E8.jpg"> <p class="pgc-img-caption" style="margin: 16px 0px; padding: 0px; border: 0px;">&nbsp;</p> </div> <div class="pgc-img" style="margin: 0px; padding: 0px; border: 0px; font-size: 16px; line-height: 28px; color: #222222; word-wrap: break-word; font-family: 'PingFang SC', 'Hiragino Sans GB', 'Microsoft YaHei', 'WenQuanYi Micro Hei', 'Helvetica Neue', Arial, sans-serif;"><img style="margin: 10px auto; padding: 0px; border: 0px; max-width: 100%; display: block;" src="https://www.chaojima.com/UserFiles/SynchronousImage/5B46A915A3B395549AB8A55B009F50EB.jpg"> <p class="pgc-img-caption" style="margin: 16px 0px; padding: 0px; border: 0px;">&nbsp;</p> </div> <p style="margin: 16px 0px; padding: 0px; border: 0px; color: #222222; font-family: 'PingFang SC', 'Hiragino Sans GB', 'Microsoft YaHei', 'WenQuanYi Micro Hei', 'Helvetica Neue', Arial, sans-serif; font-size: 16px;">在符号创意上,团队用象州标志性的&ldquo;象&rdquo;形象设计翘舌笑脸甜甜的logo,简洁又能充分表达品牌价值,是品牌传播的视觉主标志。并在实际应用中,利用近年来网络流行的<span style="margin: 0px; padding: 0px; border: 0px; font-weight: bold;">&ldquo;比心&rdquo;</span>手势,创意代表&ldquo;象你那么甜&rdquo;的超级符号,无论线上还是线下的消费者,<span style="margin: 0px; padding: 0px; border: 0px; font-weight: bold;">一看便知,一眼就懂</span>。同时用分别手拿柑橘和水稻的两只俏皮小象作为品牌IP形象,宣传&lsquo;象你那么甜&rsquo;品牌下的明星产品&mdash;&mdash;象州大米、象州沙糖桔。</p> <div class="pgc-img" style="margin: 0px; padding: 0px; border: 0px; font-size: 16px; line-height: 28px; color: #222222; word-wrap: break-word; font-family: 'PingFang SC', 'Hiragino Sans GB', 'Microsoft YaHei', 'WenQuanYi Micro Hei', 'Helvetica Neue', Arial, sans-serif;"><img style="margin: 10px auto; padding: 0px; border: 0px; max-width: 100%; display: block;" src="https://www.chaojima.com/UserFiles/SynchronousImage/5288760C04B9D426984643B516D448B9.jpg"> <p class="pgc-img-caption" style="margin: 16px 0px; padding: 0px; border: 0px;">&nbsp;</p> </div> <div class="pgc-img" style="margin: 0px; padding: 0px; border: 0px; font-size: 16px; line-height: 28px; color: #222222; word-wrap: break-word; font-family: 'PingFang SC', 'Hiragino Sans GB', 'Microsoft YaHei', 'WenQuanYi Micro Hei', 'Helvetica Neue', Arial, sans-serif;"><img style="margin: 10px auto; padding: 0px; border: 0px; max-width: 100%; display: block;" src="https://www.chaojima.com/UserFiles/SynchronousImage/CC246F13A3E2AA0058A4574E5705F5B7.jpg"> <p class="pgc-img-caption" style="margin: 16px 0px; padding: 0px; border: 0px;">&nbsp;</p> </div> <p style="margin: 16px 0px; padding: 0px; border: 0px; color: #222222; font-family: 'PingFang SC', 'Hiragino Sans GB', 'Microsoft YaHei', 'WenQuanYi Micro Hei', 'Helvetica Neue', Arial, sans-serif; font-size: 16px;"><span style="margin: 0px; padding: 0px; border: 0px; font-weight: bold;">战略:立体营销,品牌引领,打造甜蜜经济</span></p> <p style="margin: 16px 0px; padding: 0px; border: 0px; color: #222222; font-family: 'PingFang SC', 'Hiragino Sans GB', 'Microsoft YaHei', 'WenQuanYi Micro Hei', 'Helvetica Neue', Arial, sans-serif; font-size: 16px;">考虑到县域品牌营销可投入资源的限制,把有限的资源精准投入到品牌建设中,并结合<span style="margin: 0px; padding: 0px; border: 0px; font-weight: bold;">浙江甲骨文超级码科技股份有限公司</span>擅长的数字三农业务,以品牌为引领,带动产业发展。</p> <p style="margin: 16px 0px; padding: 0px; border: 0px; color: #222222; font-family: 'PingFang SC', 'Hiragino Sans GB', 'Microsoft YaHei', 'WenQuanYi Micro Hei', 'Helvetica Neue', Arial, sans-serif; font-size: 16px;">品牌团队为&ldquo;象你那么甜&rdquo;定制了三大活动爆破打知名度、三大高效日常广告营销的&ldquo;三三&rdquo;营销策略。本次高关注度的品牌发布会即是重要一战,线上线下同时推广,线上抖音、淘宝直播促销产品,线下活动积攒人气。活动现场随处可见&ldquo;象你那么甜&rdquo;品牌产品包装,统一使用品牌logo、统一品牌风格。</p> <p style="margin: 16px 0px; padding: 0px; border: 0px; color: #222222; font-family: 'PingFang SC', 'Hiragino Sans GB', 'Microsoft YaHei', 'WenQuanYi Micro Hei', 'Helvetica Neue', Arial, sans-serif; font-size: 16px;">品牌的包装从生产出来到被消费者买走整个过程中,都在执行作为广告媒体的责任,向所有见过包装的人传播&ldquo;象你这么甜&rdquo;的品牌价值。不止在包装中,活动的海报、背景板等物料,乃至活动主场象州县电子商务公共服务中心中,随处可见&ldquo;象你那么甜&rdquo;的品牌物料,或在楼梯台阶上、或在超市产品介绍中,每个进入到公服中心超市的人,都处在品牌的氛围中,都可以成为&ldquo;象你那么甜&rdquo;的主动传播者。</p> <div class="pgc-img" style="margin: 0px; padding: 0px; border: 0px; font-size: 16px; line-height: 28px; color: #222222; word-wrap: break-word; font-family: 'PingFang SC', 'Hiragino Sans GB', 'Microsoft YaHei', 'WenQuanYi Micro Hei', 'Helvetica Neue', Arial, sans-serif;"><img style="margin: 10px auto; padding: 0px; border: 0px; max-width: 100%; display: block;" src="https://www.chaojima.com/UserFiles/SynchronousImage/72332E2917E9D0BF7A5414B35A1DBFCF.jpg"> <p class="pgc-img-caption" style="margin: 16px 0px; padding: 0px; border: 0px;">&nbsp;</p> </div> <div class="pgc-img" style="margin: 0px; padding: 0px; border: 0px; font-size: 16px; line-height: 28px; color: #222222; word-wrap: break-word; font-family: 'PingFang SC', 'Hiragino Sans GB', 'Microsoft YaHei', 'WenQuanYi Micro Hei', 'Helvetica Neue', Arial, sans-serif;"><img style="margin: 10px auto; padding: 0px; border: 0px; max-width: 100%; display: block;" src="https://www.chaojima.com/UserFiles/SynchronousImage/D3325F5E5614411E6821C8FC4D288735.jpg"> <p class="pgc-img-caption" style="margin: 16px 0px; padding: 0px; border: 0px;">&nbsp;</p> </div> <div class="pgc-img" style="margin: 0px; padding: 0px; border: 0px; font-size: 16px; line-height: 28px; color: #222222; word-wrap: break-word; font-family: 'PingFang SC', 'Hiragino Sans GB', 'Microsoft YaHei', 'WenQuanYi Micro Hei', 'Helvetica Neue', Arial, sans-serif;"><img style="margin: 10px auto; padding: 0px; border: 0px; max-width: 100%; display: block;" src="https://www.chaojima.com/UserFiles/SynchronousImage/0A567FD5B4F7266C07B815C623C7C9DE.jpg"> <p class="pgc-img-caption" style="margin: 16px 0px; padding: 0px; border: 0px;">&nbsp;</p> </div> <div class="pgc-img" style="margin: 0px; padding: 0px; border: 0px; font-size: 16px; line-height: 28px; color: #222222; word-wrap: break-word; font-family: 'PingFang SC', 'Hiragino Sans GB', 'Microsoft YaHei', 'WenQuanYi Micro Hei', 'Helvetica Neue', Arial, sans-serif;"><img style="margin: 10px auto; padding: 0px; border: 0px; max-width: 100%; display: block;" src="https://www.chaojima.com/UserFiles/SynchronousImage/5997A30B2599B70E5E47E931BFD112C1.jpg"> <p class="pgc-img-caption" style="margin: 16px 0px; padding: 0px; border: 0px;">&nbsp;</p> </div> <p style="margin: 16px 0px; padding: 0px; border: 0px; color: #222222; font-family: 'PingFang SC', 'Hiragino Sans GB', 'Microsoft YaHei', 'WenQuanYi Micro Hei', 'Helvetica Neue', Arial, sans-serif; font-size: 16px;">从农业&ldquo;三品战略&rdquo;出发,品牌团队联合公司主要业务,在象州品牌产品优质品种的基础上,制定产品质量安全标准体系,并培训企业、合作社实际操作,结合智能设备和大数据进行生产的精细化管理,应用满天星区块链进行产品溯源,一同为品牌的长久建设提供支撑。</p> <p style="margin: 16px 0px; padding: 0px; border: 0px; color: #222222; font-family: 'PingFang SC', 'Hiragino Sans GB', 'Microsoft YaHei', 'WenQuanYi Micro Hei', 'Helvetica Neue', Arial, sans-serif; font-size: 16px;">在可以期待的未来中,随着&ldquo;象你那么甜&rdquo;品牌建设的不断深入,象州大米、沙糖桔、红薯干、葛根粉、葡萄等等农特产品的顺利上行,也将推动象州企业的成长与发展,带动农民创收,促进农文旅产业进一步融合发展,打造广西象州的&ldquo;甜蜜经济&rdquo;。</p> <div class="pgc-img" style="margin: 0px; padding: 0px; border: 0px; font-size: 16px; line-height: 28px; color: #222222; word-wrap: break-word; font-family: 'PingFang SC', 'Hiragino Sans GB', 'Microsoft YaHei', 'WenQuanYi Micro Hei', 'Helvetica Neue', Arial, sans-serif;"><img style="margin: 10px auto; padding: 0px; border: 0px; max-width: 100%; display: block;" src="https://www.chaojima.com/UserFiles/SynchronousImage/A349D9B0BC7C0BA2ED66B186F957FAA3.jpg"></div>