摘要
文章以乡村振兴战略为背景,聚焦宜昌柑橘产业转型升级需求,提出品牌设计、包装创新与文创产品开发的三维整合策略。通过实地调研发现,宜昌柑橘产业存在品牌同质化严重、包装功能单一、文创开发滞后等痛点。基于“乡村品牌改造算法”,构建“文化基因解码+感官体验方程式”的理论模型,通过三维整合策略,宜昌柑橘产业可突破同质化瓶颈,形成“文化赋能品牌——包装升级体验——文创激活消费”的良性循环,为乡村振兴提供可复制的“柑橘模式”。通过政产学研协同机制与“文化内核统一、视觉语言连贯”的协同设计模型,可有效实现农产品价值倍增与文化输出。
This study,grounded in the rural revitalization strategy,addresses the transformation and upgrading needs of Yichang's citrus industry by proposing a three-dimensional integrated strategy encompassing brand design,packaging innovation,and cultural and creative product development.Field research reveals critical challenges in the industry,including severe brand homogenization,simplistic packaging functionality,and lagging cultural and creative development.Building on the"rural brand transformation algorithm,"a theoretical model of"cultural gene decoding+sensory experience equation"is constructed.Through this integrated strategy,the Yichang citrus industry can overcome homogenization constraints,forming a virtuous cycle of"cultural empowerment of brands-upgraded packaging experiences-consumption activation through cultural creativity,"thereby providing a replicable"citrus model"for rural revitalization.By leveraging a government-industry-university-research collaboration mechanism and a synergistic design model emphasizing"unified cultural core and coherent visual language,"the study demonstrates effective pathways for agricultural product value multiplication and cultural export.
作者
夏婉婷
Xia Wanting(School of Grammar and Law,Huazhong Agricultural University,Wuhan 430070,China)
基金
2024年度省级农业产业链扶持项目,湖北省柑橘产业链扶持项目子项目:文化艺术赋能湖北柑橘产业高质量发展项目。项目编号:21305巩固脱贫攻坚成果衔接乡村振兴。
关键词
宜昌柑橘
品牌设计
包装创新
文创产品开发
Yichang citrus
brand design
packaging innovation
cultural and creative product development
