目的 探索甘孜州雅江县松茸村在农商文旅融合背景下的产品创新设计路径,提升地方产业的经济附加值与文化传播力。方法 采用解释结构模型（ISM）与层次分析法（AHP）分析文化价值链结构与增长点,明确设计切入点与策略。以价值链的原材料生产与加工制造环节为基础,围绕“松茸”和“洼萨茶”两大资源,融合藏族文化元素开发IP、文创与包装产品;以市场营销与服务支持环节为指导,构建“1+N”智慧服务站,实现产品与服务一体化设计。结果 通过问卷调查、访谈与观察法,并结合价值链评估指标对设计成果进行实证验证,得出“松茸一家”IP文创产品及洼萨茶包装在文化传达与市场接受度方面表现良好,促进了产业协同与文化增值。结论 文化价值链驱动下的设计策略为地方产业融合与民族文化传承提供了有效的理论支撑与实践路径,具有推广价值。
Abstract
The work aims to explore the innovative design path of products in Songrong Village, Yajiang County, Ganzi Prefecture, under the background of integrating Agriculture-Commerce-Culture-Tourism, in order to enhance the economic added value and cultural dissemination of local industries. The Interpretive Structural Model (ISM) and Analytic Hierarchy Process (AHP) were adopted to analyze the structure and growth points of the cultural value chain, and clarify the design entry points and strategies. Based on the production and processing of raw materials in the value chain, by focusing on the two major resources of "Songrong" and "Wasa tea" and integrating Tibetan cultural elements, the IP and cultural and creative packaging products were developed. Guided by marketing and service support, a "1+N" smart service station was built to achieve the integrated design of products and services. As a result, through questionnaire surveys, interviews, and observation methods, combined with value chain evaluation indicators, the design results were empirically verified. It was found that the "Songrong One Family" IP cultural and creative products and Wasa tea packaging performed well in cultural communication and market acceptance, promoting industrial synergy and cultural value-added. The design strategy driven by the cultural value chain provides effective theoretical support and practical paths for the integration of local industries and the inheritance of ethnic culture, and has promotional value.
关键词
解释结构模型（ISM） /
层次分析法（AHP） /
价值链分析 /
松茸村 /
农商文旅 /
产品创新设计
Key words
Interpretive Structural Model (ISM) /
Analytic Hierarchy Process (AHP) /
value chain analysis /
Songrong Village /
Agriculture-Tourism-Commerce-Culture /
innovative design of products
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基金
成都市哲学社会科学重点研究基地美丽乡村建设与发展研究中心项目（CCRC2024-6）; 成都理工大学工程技术学院院基金项目（C122024012）; 雅江县松茸村旅游纪念品设计项目（B122022005）; 雅江县松茸村特色茶叶包装设计项目（B122024008）; 四川省哲学社会科学重点研究基地工业设计产业研究中心项目（GYSJ2024-18）
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