根植乡村振兴的“非遗”活化品牌设计  

"Intangible Cultural Heritage"Revitalized Brand Design Rooted in Rural Revitalization

作　　者：葛晶晶 欧阳若雷 王巍[1] GE Jing-jing;OUYANG Ruo-lei;WAN Wei(School of Engineering and Design,Hunan Normal University,Changsha,Hunan,410006)

机构地区：[1]湖南师范大学工程与设计学院,湖南长沙410006

出　　处：《湖南包装》2022年第3期118-121,共4页

基　　金：大学生创业训练项目省级立项(2021185)。

摘　　要：丰富的非物质文化遗产以人为核心进行传承。在其传承发展过程中,要加强与生活、社会、市场的联系,并合理地将“商品化”特质结合其中,形成产业化品牌发展模式,促进文化传承与资源转化。文章借鉴“一村一品”运动成功经验,发掘没落非物质文化遗产优势及特色,对其重新定位,再造非遗品牌。以期通过品牌设计提升非遗产品文化附加值,进而激活乡村文化资源,形成乡村品牌产业。The rich intangible cultural heritage is inherited with people as the core.In the process of its inheritance and development,it is necessary to strengthen the connection with life,society and the market,and reasonably combine the characteristics of"commercialization"to form an industrialized brand development model to promote cultural inheritance and resource transformation.This article draws on the successful experience of the"One Village,One Product"movement,explores the advantages and characteristics of the declining intangible cultural heritage,repositions it,and rebuilds the intangible cultural heritage brand.In order to enhance the cultural added value of intangible cultural heritage products through brand design,and then activate rural cultural resources and form a rural brand industry.

关 键 词：乡村振兴 非遗活化 品牌设计 

分 类 号：J524[艺术—艺术设计] F273.2[经济管理—企业管理]