| 摘要: |
| 目的 探索地域文化与农业区域品牌形象IP设计中的融合应用。方法 在乡村振兴战略背景下，以满足受众情感需求的设计诉求表达，提升区域形象为出发点，探索农业区域品牌形象IP的实际价值，分析地域文化与农业区域品牌形象IP的融合要点，并结合当前农业区域品牌形象IP市场现状，总结其中存在的问题并进行分析，进而从视觉转化、精神传达、文化体验和图库建设4个方面，探究地域文化与农业区域品牌形象IP的融合策略。结论 农业区域品牌形象IP融入地域文化视觉层面、行为层面和精神层面的内容，进行文化可视化的延伸和再现，并形成系统性和持续性的图库建设及品质管理，使农业区域品牌形象IP具有自我更新的能力，形成品牌的人格化沟通，增强区域品牌影响力，提升区域品牌溢价能力。 |
| 关键词: 地域文化 农业区域品牌 形象IP 融合设计 |
| DOI：10.19554/j.cnki.1001-3563.2021.18.031 |
| 分类号:J511 |
| 基金项目:2019年河北省社会科学基金年度项目(HB19YS005);2020年河北省研究生示范课程立项建设项目(KCJSX2020019) |
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| Integration Strategy of Regional Culture and Agriculture Regional Brand Image IP |
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LIU Wei-shang, LIU Zhuo, QIN Jia-lin
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(Yanshan University, Qinhuangdao 066000, China)
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| Abstract: |
| This paper aims to explore the integration of regional culture and agricultural regional brand image IP design. Under the background of Rural Revitalization Strategy, with meeting the emotional needs of the audience and improving the regional image as the starting point, this paper explores the actual value of agricultural regional brand image IP, analyzes the integration points of regional culture and agricultural regional brand image IP, and summarizes and analyzes the existing problems in combination with the current situation of agricultural regional brand image IP market. This paper explores the integration strategy of regional culture and agricultural regional brand image IP from four aspects:visual transformation, spiritual communication, cultural experience, and library construction. The agricultural regional brand image IP integrates the contents of visual, behavioral, and spiritual aspects of regional culture, extends and reproduces cultural visualization, forms systematic and continuous library construction and quality management, so as to make agricultural regional brand image IP have self-renewal ability, form brand personalized communication, enhance regional brand influence and enhance regional brand premium ability. |
| Key words: regional culture agricultural regional brand image IP integrated design |
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