农业区域公用品牌IP的构建——以湖南会同魔芋为例

Construction of Public Brand IP in Agricultural Region——Taking Hunan Huitong Konjac as an Example

完成农业区域公用品牌的创立、IP农产品的构建过程和发展趋势是农产品现在的一个新销售形式,其核心内容是根据农产品自身的特点提取,通过品牌形象设计的方式为其打造一个专属于该农产品的生动形象,以此形象为基础,对农产品进行宣传并制定相应的销售方式。文章通过分析湖南会同适合魔芋生长的自然条件、发展空间以及其产业基础,总结湖南会同农业区域公用品牌会同魔芋的崛起历程。探索出农产品IP构建全新模式,为其他地区的农产品发展以及品牌强农之路的开拓提供新的可能。

To complete the establishment of public brands in agricultural areas,the construction process and development trend of IP agricultural products is a new form of sales of agricultural products.The core content is based on the characteristics of agricultural products,and through the design of brand image.To create a vivid image of the agricultural products,based on this image,publicize the agricultural products and formulate corresponding sales methods.The article analyzes the natural conditions,development space and industrial base of Hunan Huitong for the growth of konjac,and summarizes the rise of the common brand in Hunan with the agricultural region.Exploring a new model of agricultural products IP to provide new possibilities for the development of agricultural products in other regions and the development of brand strong farmers.