首页|乡村振兴背景下区域文创农产品品牌设计研究——以陕西紫阳为例

乡村振兴背景下区域文创农产品品牌设计研究——以陕西紫阳为例

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乡村振兴战略是我国经济社会发展的重要内容,关系到农村地区的发展.笔者从乡村振兴及文化创意角度出发,对紫阳农产品品牌市场进行调研,发现当前紫阳农产品品牌存在意识不强、观念落后、推广受限等问题.在此基础上,通过SWOT方法对紫阳农产品进行资源整合,分析其文创品牌的优势及劣势;利用现代传播手段,对创新性设计理念进行针对性的策略研究;最后对紫阳富硒茶品牌设计实践案例,给出具体品牌设计思路,以期促进紫阳地区经济发展,促进文创农产品建设体系.
Research on Brand Design of Regional Cultural and Creative Agricultural Products under the Background of Rural Revitalization—Take Ziyang,Shaanxi as An Example
The"rural revitalization"strategy is an important part of my country's current social development,which is related to the development and stability of rural areas.Starting from rural revitalization and cultural creativity,through the investigation of the current situation of Ziyang agricultural product brand market in Shaanxi,it is pointed out that the current Ziyang agricultural product brand has problems such as weak awareness,backward concept,weak industrial foundation,and limited brand promotion.On this basis,the overall resource analysis of Shaanxi Ziyang's agricultural products is carried out,and the advantages and disadvantages of rural revitalization cultural and creative brands are constructed by using the SWOT method.On the basis of branding and sustainability,use Ziyang's characteristic cultural resources and modern communication methods to carry out targeted strategy research from innovative design concepts,and finally give a specific brand in the practical case of Ziyang's selenium-enriched tea brand design the design idea is to improve the construction system of cultural and creative agricultural products while promoting the economic development of Ziyang area.

Rural revitalizationagricultural productsbrand designShaanxi ziyang

李彤、张丰合、李德兵

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西安工程大学,陕西 西安 710043

乡村振兴 农产品 品牌设计 陕西紫阳

西安工程大学哲学社会科学重点课题(2022)

2022ZSZX03

2024

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ISSN:
年,卷(期):2024.(3)
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