| 摘要: |
| 目的 研究江苏地域文化下区域公用品牌设计建设路径。方法 以江苏地域文化内涵为价值基础，针对江苏地域文化特点、地域文化在品牌设计中的作用、江苏区域公用品牌发展现状等层面进行分析，融合优质品牌设计案例解析，提取可视觉化江苏地域文化元素，对农业区域公用品牌设计路径展开研讨。结果 融合江苏地域文化特质，构建“体系标准+地域差异+优势突显+营销聚合”理论型设计路径，打造前瞻型、通用型的农业区域公用品牌设计指南。结论 地域文化背景带动下的区域公用品牌形象进一步实现了产品与消费者之间的可持续互动，带领消费者感受农产品从田间到手中的整个过程，促使更多具有地域代表性的区域公用品牌的涌现，以点带面地辐射并带动区域文化产业的提档升级，助力乡村振兴。 |
| 关键词: 品牌设计 区域公用品牌 地域文化 江苏省 |
| DOI：10.19554/j.cnki.1001-3563.2024.08.027 |
| 分类号: |
| 基金项目:江苏省社科联研究课题(22SYC-108) |
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| Agricultural Regional Public Brand Design Based on Jiangsu Regional Culture |
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ZHU Yue1, DONG Jia2, YI Neng1
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(1. Jiangsu Academy of Agricultural Sciences, Nanjing 210014, China;2. Nanjing Tech University Pujiang Institute, Nanjing 211134, China)
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| Abstract: |
| The work aims to study the method of regional public brand design under Jiangsu regional culture. With Jiangsu regional culture connotation as a value basis, the Jiangsu regional culture characteristics, the role of regional culture in brand design and the current development status of Jiangsu regional public brands were analyzed in combination with high-quality brand design cases to extract visual elements from Jiangsu regional culture and discuss the method of regional public brand design. The brand design should follow the instruction of "constructing a systematic standard, considering regional differences, highlighting the prominent advantages and converging marketing", and set a guideline for a forward looking and general applied agricultural regional design. The regional public brand image driven by regional culture strengthens the sustainable interaction between products and consumers, guiding consumers to see the process of agricultural products from the field to the hand, promoting the formation of local representative regional public brands, and upgrading of regional cultural industries with point-to-surface radiation to help rural revitalization. |
| Key words: brand design regional public brand regional culture Jiangsu Province |
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