| 刘勇,杜晓茹.设计管理体验驱动乡村文化品牌策略模型研究[J].包装工程,2024,45(4):387-395. |
| 设计管理体验驱动乡村文化品牌策略模型研究 |
| Brand Strategy Model of Rural Culture Driven by Design Management Experience |
| 投稿时间：2023-09-18 |
| DOI：10.19554/j.cnki.1001-3563.2024.04.043 |
| 中文关键词: 设计管理体验 乡村文化品牌 服务体验 策略模型 |
| 英文关键词: design management experience rural culture brand service experience strategic model |
| 基金项目:湖北省教育厅哲学社会科学研究项目(21Q106);武汉纺织大学博士科研启动基金项目(20220321) |
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| 中文摘要: |
| 目的 构建一种基于设计管理体验的乡村文化品牌策略模型。方法 首先，通过文献研究法，界定设计管理体验概念与层级;其次，分析乡村文化品牌的现状与背景;再次，讨论设计管理体验每个层级与乡村文化品牌具体的映射关系;最后，从服务情感、战略规划、组织协作、触点体验四个层面深入分析乡村文化品牌建设的开发策略。结论 提出了一种以设计管理体验驱动乡村文化品牌策略模型。在服务情感层下，以人们的痛点、需求、问题为切入点，提高人们对乡村的情感体验共鸣和唤醒对乡村的记忆;在战略规划层下，以前瞻性、整体性、差异性为发展目标，建立乡村的品牌战略设计系统和品牌形象设计系统;在组织协作层下，灵活运用乡村整体文化资源，激发乡村创新活力，保持品牌的持续创新;在触点体验层下，构建数字化下的线上线下营销模式，以五感融合理念为基础，打造具有沉浸感、交互性、个性化的体验项目和产品服务，为推动乡村文化品牌建设提供理论基础。 |
| 英文摘要: |
| The work aims to construct a brand strategy model of rural culture based on design management experience. Firstly, a literature research was conducted to define the concept and level of design management experience. Secondly, the status quo and background of rural culture brands were analyzed. Thirdly, the mapping relationship between each level of design management experience and rural cultural brand was discussed. Finally, the development strategy of rural cultural brand construction was analyzed from four aspects:service emotion, strategic planning, organizational cooperation and touch point experience. This paper proposes a brand strategy model of rural culture driven by design management experience, which not only takes people's pain points, needs and problems as the entry point under the layer of service emotion, but also improves people's emotional experience and resonance to the countryside and awakens the memory of the countryside. Under the level of strategic planning, the brand strategy design system and brand image design system of rural areas are established with the development goals of foresight, integrity and difference. Under the level of organization and cooperation, the whole rural cultural resources should be flexibly used to stimulate the vitality of rural innovation and maintain the continuous brand innovation. Under the touch point experience layer, the online and offline marketing mode under digitalization is constructed. Based on the integration concept of the five senses, immersive, interactive and personalized experience projects and products services are created to provide a theoretical basis for promoting the construction of rural culture brands. |
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