品牌架构战略下智慧政务APP品牌视觉设计策略研究

全球电子政务与智慧城市竞争激烈，我国致力构建集约化政务APP和提供高质量政务服务的现状下，以政务APP品牌构建视角，探讨在品牌架构战略指导下整合政务APP品牌视觉设计方案。经问卷调研、单人访谈、个例分析等方法进行推理论证。基于品牌架构战略，使用背书品牌战略、子品牌战略、品牌化集合体战略梳理政府品牌、城市品牌、智慧城市品牌、政务APP品牌之间的层级关系，提出相应设计策略，加辅政务APP构建细则，全方位地介入其品牌计划。在品牌架构战略视角下，整合政务APP设计策略将是一种创新性设计方案，联合了政府品牌与城市品牌整体设计规划,为我国发展高水平、集约规模化的政务APP品牌提供新思路。

Brand Visual Image Design Strategy of Smart Government APP under Brand Architecture Strategy

Global e-government and smart city competition is fierce, China is committed to building an intensive government APP and providing high-quality government services. From the perspective of government APP brand construction, this paper aims to explore the integration of government APP brand visual design schemes under the guidance of brand architecture strategy. Reasoning and argumentation are carried out by questionnaire research, single interview, individual case analysis and other methods. Based on the brand architecture strategy, the brand strategy, sub-brand strategy and brand aggregation strategy of endorsement are used to sort out the hierarchical relationship between government brands, city brands, smart cities and government APP brands, corresponding design strategies are put forward, and auxiliary government APP construction rules are added to comprehensively intervene in their brand plans. From the perspective of brand architecture strategy, the integration of government APP design strategy will be an innovative design scheme, which combines the overall design planning of government brands and urban brands, and provides new ideas for the development of high-level and intensive large-scale government APP brands in China.