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.
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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