乡村振兴战略背景下的湘西地区农产品品牌情感化

Emotionalization of Agricultural Product Brands in Xiangxi under the Background of Rural Revitalization Strategy

文章以乡村振兴战略为背景,从“品牌情感化”视角出发,通过对湘西地区农产品品牌发展现状调查分析发现,该地区农产品品牌当下仍面临困境的成因与缺乏情感化的品牌发展路径有关。研究着眼于打造湘西地区情感化农产品品牌,结合湘西地区农产品品牌情感化存在的问题分析,挖掘情感化因素,探索适合湘西地区农产品品牌情感化的路径与策略。分析探索发现,视觉元素是湘西地区情感化农产品品牌的基础,同时强化湘西地区农产品品牌的情感体验,最后通过打造湘西地区农产品的品牌故事,才能将湘西地区丰富的资源优势转化为摆脱品牌困境的动力,从而调动消费者情感,实现文化经济价值,助力湘西地区乡村振兴。

This article takes the rural revitalization strategy as the background,from the perspective of "brand emotion",through the investigation and analysis of the development status of agricultural product brands in Xiangxi,it is found that the agricultural products brands in this region are still facing difficulties and the lack of emotional brand development path related.The research focuses on creating emotional agricultural product brands in Xiangxi,combined with the analysis of the existing problems of emotional agricultural products in Xiangxi,mining emotional factors,and exploring paths and strategies suitable for emotional agricultural brands in Xiangxi.The analysis and exploration found that visual elements are the basis of emotional agricultural product brands in Xiangxi,and at the same time strengthen the emotional experience of agricultural products in Xiangxi.Finally,by creating a brand story of agricultural products in Xiangxi,we can transform the rich resource advantages of Xiangxi into getting rid of the brand dilemma,so as to mobilize consumers’ emotions,realize cultural and economic value,to help rural revitalization in Xiangxi.