产业融合背景下的文创设计与民宿发展研究

Research on the Cultural and Creative Design and Homestay Industry Development Based on the Integration of the Three Industries

2015年中央一号文件提出“促进农村一二三产业融合发展”,其主要作用机理在于,以第二、第三产业拉动第一产业的发展;农业发展、乡村振兴是政策提出的根本目的。在此背景之下,民宿产业作为推动乡村振兴、尤其是美丽乡村建设的快速途径,发展迅速。在经历了几次观念变革和产业迭代之后,如何使民宿获利从一种流行性收益固化为一种持续性盈利模式成为民宿产业关心的话题。在产业融合的背景下探讨文创设计对民宿产业的推进作用,是宏观设计转型背景下以设计思维介入乡村产业升级的一次系统性梳理,也是设计参与社会创新、服务经济发展的重要尝试。

In 2015,the Central Committee of the CPC issued the No.1 Document,which proposed“promoting the integrated development of the first,second and third industries in the rural areas”.The mechanism is to promote the development of the first industry with the help of the second and third industries.Agricultural development and rural revitalization are the main purpose of making the policy.Under this background,the homestay industry has developed rapidly as a fast lane to accelerate rural revitalization,especially the construction of beautiful villages.After experiencing several conceptual changes and industrial evolutions,people set out to explore ways to transform the mode of unstable income of the homestay industry into that of continuous profit.This article analyzes the needs of cultural and creative design in the homestay industry under the background of industrial integration,the ways for the optimization of the industry from the perspectives of brand building and industrial chain expansion.