三产融合背景下田园综合体农产品的包装创意研究与实践  

Research and Practice on Creative Packaging of Agricultural Products in Rural Complex under the Context of Integration of Three Industries

作　　者：薛雨 王瑾[1] XUE Yu;WANG Jin(Beijing Forestry University,Beijing 100083,China)

机构地区：[1]北京林业大学,北京100083

出　　处：《包装工程》2024年第6期229-235,共7页Packaging Engineering

基　　金：教育部人文社科项目(16YJA760037);北京市人文社科基金重点项目(15WYA004)。

摘　　要：目的研究三产融合背景下田园综合体农产品包装创意升级的需求与设计策略。方法通过分析、比较国内外现有田园综合体农产品包装的实际案例,从综合产业优势、连接情感需求和导入农产品IP的具体创新方法中提出与三产融合概念叠加的农产品包装创意策略,并应用于河北金沙河红薯岭田园综合体特色农产品的包装实践之中。结果构建了从农村生产、生活、生态三方面综合提炼田园综合体农产品产业优势和创意要素的创新方法,阐述了产业融合后包装创意实现消费者情感连接和数字化传播的有效途径。结论在政策背景和经济发展模式的推动下,我国田园综合体农产品的包装创意应充分整合产业资源和地域文化、强调叙事性的乡村情怀、建立衍生力强的IP形象以适应于日渐年轻化的消费群体和互联网销售平台。The work aims to study the design requirements and strategies for the creative upgrading of agricultural product packaging in rural complex under the context of the integration of three industries.By analyzing and comparing the actual cases of agricultural product packaging in existing Chinese and international rural complexes,the creative strategy of agricultural product packaging overlaid with the concept of integration of three industries was proposed from the specific innovative methods of synthesizing industrial advantages,connecting emotional requirements and importing agricultural products IP,and applied to the packaging practice of special agricultural products in the rural complex of Jinshahe Hongshuling in Hebei.The innovative method of comprehensively refining the industrial advantages and creative elements of agricultural products in the rural complex from the three aspects of rural production,life and ecology was constructed,and an effective way of realizing consumers'emotional connection and digital communication through packaging creativity after industrial integration was elaborated.Under the promotion of policy background and economic development model,the packaging creativity of agricultural products in Chinese rural complexes should fully integrate industrial resources and regional culture,emphasize the narrative rural sentiment,and establish a strong derivative IP image to adapt to the increasingly young consumer groups and Internet sales platforms.

关 键 词：三产融合 农产品 田园综合体 包装创意 

分 类 号：TB482[一般工业技术—包装工程]