论新农村建设中品牌形象战略的导入

发布时间：2018-02-09 20:32

本文关键词： 新农村建设品牌形象战略地域性创意产业旅游产品　出处：《江南大学》2012年硕士论文　论文类型：学位论文

【摘要】：目前,在全球设计界正在发生一场从“物的设计”向”战略的设计”转型的革命。设计思维和科技思维的结合,通过可行的战略设计将其结果转化成价值和市场,将设计和广大人民群众的未来生活联系在一起,从而使设计进入到一个新的广阔领域。设计开始越来越多的为一些“大问题”提供可行的解决策略。设计从提供具体的“最优化”设计方案拓展到提供能促成包含“物”和“服务”的状态的系统化的解决策略。社会主义新农村建设重点在于新,本文就是运用设计创造性的思维考虑当前社会问题,将农村作为一个品牌形象去整合我国广大的农村丰富的资源,为新农村建设提出新的发展方略的一种尝试。对比企业及城市发展中品牌形象的导入,以其作为参照,在新农村建设中导入品牌形象战略。新农村品牌形象战略从宏观的地域角度、中观的产业角度、微观的产品角度导入到新农村的建设中去,这是一个同时的过程,也是一个层层递进深入的过程。这一过程具体来讲就是要依托其形成的乡土背景,以及乡土背景内的一切物质和精神资源,新农村在品牌形象理念体系的前提引导下,丰富的地域表征体系要素转化成产业契机,提取农业中各种空间感官劳动行为人文历史等元素,将农业、工业、服务业有机连接起来,通过设计发酵与工业以及服务业形成产业链。这一过程最终衍生出具体的“产品”,以旅游产品的形式展现在消费者面前,使消费受众走进新农村,体味新农村,真正实现新农村品牌形象的价值的。设计乡村旅游过程是探索性的,走近进新农村更容易发现问题解决问题。在文章最后以无锡阳山为一个新农村品牌形象战略的导入对象,尝试通过将其资源整合为旅游产品,提升阳山的品牌形象。从而以一种大设计的视角真正发挥设计的能量,为我国新农村的发展开辟新的道路,推动新农村建设整体持久的发展,进一步提升中国农村整体形象与实力。促进与新农村经济的相互促进和良性循环,为社会发展带来积极的促进作用。这是设计的前景所向,也是设计师的职责和目标。
[Abstract]:At present, a revolution is taking place in the world of design from "design of objects" to "design of strategy." the combination of design thinking and scientific and technological thinking is transforming the results into value and market through feasible strategic design. Connecting the design with the future life of the broad masses of the people, So that the design into a new broad field. Design began to provide some "big problems" for some feasible solutions. Design from providing specific "optimization" design solutions to provide enabling packages. A systematic solution to the state of "things" and "services". The focus of the construction of new socialist countryside lies in the new. This paper uses the creative thinking of design to consider the current social problems, and regards the countryside as a brand image to integrate the abundant resources in the vast rural areas of our country. This paper puts forward a new development strategy for the construction of new countryside, contrasts the introduction of brand image in enterprise and urban development, takes it as reference, and introduces brand image strategy in the construction of new countryside. The brand image strategy of the new countryside is introduced into the construction of the new countryside from the macro regional perspective, the meso industrial angle and the micro product angle. This is a simultaneous process as well as a progressive process. Specifically, this process is to rely on its formation of the local background, as well as all the material and spiritual resources within the local background, the new countryside under the premise of the brand image concept system guidance, The rich elements of the regional representation system turn into industrial opportunities, extract elements such as various spatial sensory labor behaviors, human history, and other elements in agriculture, organically connecting agriculture, industry, and service industries. Through designing fermentation, industry and service industry to form industrial chain, this process eventually gives rise to concrete "products", which are displayed in the form of tourism products in front of consumers, so that consumers can enter the new countryside and appreciate the new countryside. The real value of the brand image of the new countryside. The design of rural tourism process is exploratory, and it is easier to find problems and solve problems by approaching the new countryside. At the end of the article, Wuxi Yangshan is taken as the import object of a new rural brand image strategy, and by integrating its resources into tourism products, the paper tries to integrate its resources into tourism products. To promote the brand image of Yangshan, so as to give full play to the energy of design from a big design perspective, to open up a new road for the development of new countryside in our country, and to promote the overall and lasting development of the construction of new countryside. To further promote the overall image and strength of China's rural areas, to promote mutual promotion and virtuous cycle with the new rural economy, and to bring positive promotion to social development. This is the prospect of design, and also the responsibility and goal of designers.
【学位授予单位】：江南大学
【学位级别】：硕士
【学位授予年份】：2012
【分类号】：F327;F592.7

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