广西乡村文创品牌营销与设计研究——以灵山县塘排村“香荔母树”为例  

Research on Marketing and Design of Rural Cultural and Creative Brand in Guangxi--Taking "Fragrant Lychee's Mother Tree" in Tangpai Village, Lingshan County as an Example

作　　者：田商菲 TIAN Shangfei(Guangxi Vocational and Technical College of Quality and Engineering,Nanning 530000,Guangxi,China)

机构地区：[1]广西质量工程职业技术学院,广西南宁530000

出　　处：《上海包装》2025年第2期151-153,共3页Shanghai Packaging

基　　金：2024年度广西高校中青年教师科研基础能力提升项目“文化数字化战略背景下广西乡村文创品牌营销与设计研究”(2024KY2129)。

摘　　要：广西乡村文创品牌则是指围绕广西乡村文化和乡村农产品进行的文创品牌营销与设计。目前,广西乡村文创品牌在数字化发展,以及与当地文化旅游深度融合方面存在较大发展空间。以灵山县“香荔母树”品牌营销与设计为例,分析了广西乡村文创品牌营销与设计存在的问题,提出了广西乡村文创品牌营销策略,并进行了相关设计实践,旨在赋能乡村振兴战略的实施。Guangxi rural cultural and creative brand refers to the marketing and design of cultural and creative brands around Guangxi rural culture and rural agricultural products.At present, there is a large development space for Guangxi rural cultural and creative brands in digital development and deep integration with local cultural tourism. Taking the brand marketing and design of "Fragrant Lychee's Mother Tree" in Lingshan County as an example, this paper analyzes the problems existing in the marketing and design of rural cultural and creative brands in Guangxi, puts forward the marketing strategy of rural cultural and creative brands in Guangxi, and carries out relevant design practice, aiming at empowering the implementation of rural revitalization strategy.

关 键 词：品牌营销 乡村文创品牌 “香荔母树” 

分 类 号：J524[艺术—艺术设计]