用文创设计提升农特产品附加值的研究  

Research on Enhancing the Added Value of Agricultural Products with Cultural and Creative Design

作　　者：刘卓[1] 渠鲲飞 刘变琴[2] LIU Zhuo;QU Kun-fei;Liu Bian-qin(Jinzhong University,Jinzhong,Shanxi,030619;Shanxi Forestry Vocational and Technical College,Taiyuan,Shanxi,030009)

机构地区：[1]晋中学院,山西晋中030619 [2]山西林业职业技术学院,山西太原030009

出　　处：《湖南包装》2021年第6期37-40,共4页

基　　金：2019年山西省哲学社会科学项目(编号:2019B521)。

摘　　要：从文创设计与农产品附加价值的核心概念出发,认识文创设计提升农产品附加值的可行性途径,从而促进农业的内涵建设与高质量发展。文章以文创为视角对农产品附加值概念进行梳理,认识影响农产品附加值的因素。通过用文创设计的方法,解决农产品创新发展的困境;通过对农耕文化、地域文化的传承、提取和升华,产生出具有文化内涵和艺术审美的高附加值的产品,从而满足消费者的文化需求、审美需求、体验需求、情感需求,实现对农产品附加值的认同。农产品文化创意设计的核心就是优质产品+文化内涵建设,通过品牌形象、品牌文化增加消费者的信任度,满足消费者的审美需求和文化需求,实现品牌的价值,最终促进农业的高质量发展。Starting from the core concept of cultural and creative design and the added value of agricultural products,understand the feasibility of cultural and creative design to enhance the added value of agricultural products,so as to promote the construction of the connotation and high-quality development of agriculture.This article sorts out the concept of the added value of agricultural products from the perspective of cultural creativity,and understands the factors that affect the added value of agricultural products.Through the use of cultural and creative design methods to solve the dilemma of the innovation and development of agricultural products;through the inheritance,extraction and sublimation of agricultural culture and regional culture,produce high value-added products with cultural connotation and artistic aesthetics,thereby satisfying consumer culture needs,aesthetic needs,experience needs,emotional needs,to realize the recognition of the added value of agricultural products.The core of the cultural creative design of agricultural products is the construction of high-quality products+cultural connotation,which increases consumer trust through brand image and brand culture,meets consumers'aesthetic and cultural needs,realizes the value of the brand,and ultimately promotes the high-quality development of agriculture.

关 键 词：文创设计 农产品 附加值 品牌文化 

分 类 号：TS206.2[轻工技术与工程—食品科学] F323.7[轻工技术与工程—食品科学与工程]