本文關(guān)鍵詞： 新農(nóng)村建設(shè) 品牌形象戰(zhàn)略 地域性 創(chuàng)意產(chǎn)業(yè) 旅游產(chǎn)品　出處：《江南大學(xué)》2012年碩士論文　論文類型：學(xué)位論文

【摘要】：目前,在全球設(shè)計(jì)界正在發(fā)生一場從“物的設(shè)計(jì)”向”戰(zhàn)略的設(shè)計(jì)”轉(zhuǎn)型的革命。設(shè)計(jì)思維和科技思維的結(jié)合,通過可行的戰(zhàn)略設(shè)計(jì)將其結(jié)果轉(zhuǎn)化成價(jià)值和市場,將設(shè)計(jì)和廣大人民群眾的未來生活聯(lián)系在一起,從而使設(shè)計(jì)進(jìn)入到一個新的廣闊領(lǐng)域。設(shè)計(jì)開始越來越多的為一些“大問題”提供可行的解決策略。設(shè)計(jì)從提供具體的“最優(yōu)化”設(shè)計(jì)方案拓展到提供能促成包含“物”和“服務(wù)”的狀態(tài)的系統(tǒng)化的解決策略。 社會主義新農(nóng)村建設(shè)重點(diǎn)在于新,本文就是運(yùn)用設(shè)計(jì)創(chuàng)造性的思維考慮當(dāng)前社會問題,將農(nóng)村作為一個品牌形象去整合我國廣大的農(nóng)村豐富的資源,為新農(nóng)村建設(shè)提出新的發(fā)展方略的一種嘗試。對比企業(yè)及城市發(fā)展中品牌形象的導(dǎo)入,以其作為參照,在新農(nóng)村建設(shè)中導(dǎo)入品牌形象戰(zhàn)略。 新農(nóng)村品牌形象戰(zhàn)略從宏觀的地域角度、中觀的產(chǎn)業(yè)角度、微觀的產(chǎn)品角度導(dǎo)入到新農(nóng)村的建設(shè)中去,這是一個同時(shí)的過程,也是一個層層遞進(jìn)深入的過程。 這一過程具體來講就是要依托其形成的鄉(xiāng)土背景,以及鄉(xiāng)土背景內(nèi)的一切物質(zhì)和精神資源,新農(nóng)村在品牌形象理念體系的前提引導(dǎo)下,豐富的地域表征體系要素轉(zhuǎn)化成產(chǎn)業(yè)契機(jī),提取農(nóng)業(yè)中各種空間感官勞動行為人文歷史等元素,將農(nóng)業(yè)、工業(yè)、服務(wù)業(yè)有機(jī)連接起來,通過設(shè)計(jì)發(fā)酵與工業(yè)以及服務(wù)業(yè)形成產(chǎn)業(yè)鏈。這一過程最終衍生出具體的“產(chǎn)品”,以旅游產(chǎn)品的形式展現(xiàn)在消費(fèi)者面前,使消費(fèi)受眾走進(jìn)新農(nóng)村,體味新農(nóng)村,真正實(shí)現(xiàn)新農(nóng)村品牌形象的價(jià)值的。 設(shè)計(jì)鄉(xiāng)村旅游過程是探索性的,走近進(jìn)新農(nóng)村更容易發(fā)現(xiàn)問題解決問題。在文章最后以無錫陽山為一個新農(nóng)村品牌形象戰(zhàn)略的導(dǎo)入對象,嘗試通過將其資源整合為旅游產(chǎn)品,提升陽山的品牌形象。從而以一種大設(shè)計(jì)的視角真正發(fā)揮設(shè)計(jì)的能量,為我國新農(nóng)村的發(fā)展開辟新的道路,推動新農(nóng)村建設(shè)整體持久的發(fā)展,進(jìn)一步提升中國農(nóng)村整體形象與實(shí)力。促進(jìn)與新農(nóng)村經(jīng)濟(jì)的相互促進(jìn)和良性循環(huán),為社會發(fā)展帶來積極的促進(jìn)作用。這是設(shè)計(jì)的前景所向,也是設(shè)計(jì)師的職責(zé)和目標(biāo)。
[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.
【學(xué)位授予單位】：江南大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2012
【分類號】：F327;F592.7

【參考文獻(xiàn)】

相關(guān)期刊論文 前10條

1 黃志華;;論城市CIS在打造城市品牌形象中的作用[J];包裝工程;2009年06期

2 劉彥武;王世鳳;周曄;;關(guān)于新農(nóng)村建設(shè)區(qū)域文化品牌開發(fā)的考察[J];成都行政學(xué)院學(xué)報(bào)(哲學(xué)社會科學(xué));2006年06期

3 鐘賢華;;新農(nóng)村建設(shè)的歷史經(jīng)驗(yàn)與當(dāng)前路徑[J];東南學(xué)術(shù);2007年04期

4 李鴻明;;試論企業(yè)品牌形象設(shè)計(jì)戰(zhàn)略意識[J];大眾文藝;2010年11期

5 李松齡;王昭平;;新農(nóng)村建設(shè)與政府作為[J];福建論壇(人文社會科學(xué)版);2007年07期

6 管碧筠;余明陽;;新農(nóng)村品牌體系構(gòu)建及發(fā)展模式初探[J];廣東農(nóng)業(yè)科學(xué);2008年05期

7 官錫強(qiáng);;社會主義新農(nóng)村與品牌城鎮(zhèn)的構(gòu)建[J];改革與戰(zhàn)略;2006年10期

8 陳小文;;產(chǎn)業(yè)集群的品牌戰(zhàn)略:打造地域品牌與企業(yè)品牌[J];工業(yè)技術(shù)經(jīng)濟(jì);2006年09期

9 溫鐵軍;;新農(nóng)村建設(shè)新在哪里?[J];決策與信息;2006年04期

10 周振豐;;吳仁寶品牌的和諧文化理念[J];江南論壇;2008年05期

相關(guān)重要報(bào)紙文章 前1條

1 沈陽大學(xué)經(jīng)濟(jì)管理學(xué)院副教授 毛艷銘;[N];齊齊哈爾日報(bào);2009年

，

本文編號：1498799