合之稻
以文化驱动品牌
项目背景
黑龙江省耕世源农业发展有限公司为新农业新模式创新型农业公司，是现代化农业企业的代表，公司自成立以来前期以土地种植基地起步，同时也是目前黑龙江省内旱改水绿色有机水稻种植规模最大的企业，做真正绿色有机水稻的有良心产业。企业坐拥独天独厚的地理环境，欲开发高端、绿色、健康、品质大米品牌，以优质产品为基础进行做品牌延伸，形成企业品牌个性与特点。
Background of the project:
Heilongjiang GengShiYuan Agricultural Development Co., Ltd. is a new agriculture，new model of innovative agricultural companies, representative of modern agricultural enterprises, the company starts base on its land planting since inception early , but also the Heilongjiang Province paddy green organic rice planting the largest enterprises, do the real green organic rice industry has a conscience. Businesses are sitting on independence day alone thick geographical environment, want to develop high-end, green, health, quality of rice brand, product quality as the foundation of brand extension,forming the brand’s personality and characteristics.
洞见：
随着人口不断增加，我国对稻谷的需求量也越来越大。同时，对着人民生活水平的不断提高，消费者更愿意购买健康、高端大米。而近年来，中国大米行业迅速成长，年增长率超过25%，已经发展成为一个竞争性的行业。但品牌意识的缺失，我国高端大米品牌，主要以地域性为主，同时受泰国香米等国外大米品类的冲击，高端大米市场还需进一步培养目标市场。
Insight:
As the growing of population, China's demand for rice is also growing. At the same time, facing the continuous improvement of people's living standards, consumers are more willing to buy health, high-end rice. In recent years, China's rice industry has grown rapidly, with an annual growth rate of more than 25%, has developed into a competitive industry. But the lack of brand awareness, China's high-end brand of rice, mainly on the regions, also affected by the impact of Thai rice, such as rice category, high-end rice market also need to develop the target marketfurtherly.
解决方案：
为打造具有品牌个性与特点的大米品牌，先知融入中国传统文化元素，打造了“合之稻”一名。“合之稻”，源自“和合之道”，是中国人的行事准则，中华和合文化源远流长。《尚书》中的合指相合、符合 。寓意企业的高品质产品与消费者需求契合、符合。合之稻，合则天清地爽，物阜民丰。
Solution:
In order to creatingthe personality and characteristics of the rice brand, Wevin use Chinese traditional culture elements to create a "harmony rice" one. From the "harmony road ",which is the Chinese people's standards, the Chinese harmony culture has been existed for a long time. “He”In the "Antient Chinese book" means harmony and obey. Predicting enterprise's high quality products and consumer demand fit. The rice, and were clearly cool, rich and populous.
