ABSTRACT
Regarding managing and marketing of agricultural product, brand design and service design can create market differentiation and uniqueness and are the key to create product features and market position. Brand loyalty of customers is increased, and marketing performance is enhanced through the creation of brand and services. An industry–academia collaboration, LuGuang Rice, is used as the research case in this study. The collaboration relationship among the three parties, production end, design and service end, and agricultural product counselling end on agriculture brands, is discussed. Brand design, service experience, and information design are implemented into agriculture brands. The stages and strategies of developing a primary industry into tertiary sectors are analyzed. The opportunity points for strengthening agricultural production and marketing are discovered. Thus, the service resources of local industries can be connected and integrated, the possibilities of approaching consumers market can be expanded, and the strategies of agricultural products production and brand marketing can be readjusted. Focus group method and case study analysis are performed on our research case, LuGuang Rice. Production and marketing mechanism of micro agriculture is being counselled through the perspective of brand and service design to enhance the revenue of farmers, upgrade industries, and make micro agriculture become resource sharing and enhance co-prosperity of brand agriculture.
