非遗文创品牌包装设计研究——以乳源瑶绣为例  

Research on Intangible Cultural Heritage Cultural Creative Brand Packaging Design—A Case Study of Ruyuan Yao Embroidery

作　　者：阳秀美 YANG Xiu-mei(Guangdong University of Foreign Studies,Guangzhou 510000,China)

机构地区：[1]广东外语外贸大学,广东广州510000

出　　处：《绿色包装》2025年第3期136-139,共4页Green Packaging

摘　　要：在文化创意产业崛起的背景下,针对目前瑶绣非遗文创品牌的发展现状和不足进行分析。提出将瑶族文化元素作为品牌资产进行设计,以解决瑶绣非遗文创产品品牌意识薄弱、同质化严重、缺乏明确市场定位和品牌特色的问题,从而提高其品牌辨识度。通过瑶绣非遗文创品牌的构建,将瑶绣非遗文化转化为文化和经济资产,实现品牌效应和经济效益最大化,带动当地文化产业发展,为韶关乳源地区乡村振兴战略提供动力。Under the background of the rise of cultural and creative industries,this paper analyzes the current development status and deficiencies of Yao embroidery non-legacy creative brands.In order to solve the problems of weak brand awareness,serious homogenization,lack of clear market positioning and brand characteristics of Yao embroidery non-legacy products,it is proposed to use Yao cultural elements as brand assets in brand design,so as to improve its brand recognition.Through the construction of Yao embroidery non-legacy brand,the intangible cultural heritage of Yao embroidery will be transformed into cultural and economic assets,maximize the brand effect and economic effect,drive the development of local cultural industry,and provide impetus for the rural revitalization strategy in Ruyuan area of Shaoguan.

关 键 词：瑶族刺绣 文创包装设计 非遗文创 乡村振兴 

分 类 号：TB482[一般工业技术—包装工程]