乡村振兴视域下桃源木雕品牌化推广策略研究

Promotion Strategy of Taoyuan Wood Carving Brand from the Perspective of Rural Revitalization

目的在乡村振兴政策背景扶持下,对湖南省非物质文化遗产桃源木雕进行品牌构建研究与产品实践设计。方法运用文献综述及实地调查法,对桃源县进行调研,分析桃源现存木雕品牌传播现状及不足。通过SPSS因子分析、AHP层次分析法,求出影响桃源木雕传承发展的各项因素,提出文化归属价值、区域经济价值、运营传播价值三大层面的品牌构建概念,建立品牌价值体系,实现木雕品牌化推广。结果研究发现木雕题材、纹样、工艺与品牌购买之间存在正相关关系,木雕色彩、材质、价格与品牌购买之间存在负相关关系,基于此构建“品牌使命(商业理念)+品牌艺术(视觉可视)+品牌增权(用户参与)”的新型模式,进行品牌化应用设计与推广。结论木雕品牌化构建与推广,能树立桃源木雕品牌形象,驱动省内地区特色非遗传播,为湖南省非遗传承打下坚实基础,并以此促进农村经济与产业的发展。

The work aims to study the brand construction and product practice design of Taoyuan wood carving,an intangible cultural heritage in Hunan Province,under the background of rural revitalization policy.By literature review and field investigation,Taoyuan County was investigated to analyze the status quo and shortcomings of the existing wood carving brand communication in Taoyuan.Through SPSS factor analysis and AHP analytic hierarchy process,factors affecting the inheritance and development of Taoyuan wood carving were obtained and the concept of brand construction was put forward at the three levels of cultural ownership value,regional economic value and operation and communication value to establish a brand value system and realize the brand promotion of wood carving.The research found that there was a positive correlation between wood carving theme,pattern and craft and brand purchase,and a negative correlation between wood carving color,material and price and brand purchase.Based on this,a new model of"brand mission(business concept)+brand art(visual visibility)+brand empowerment(user participation)"was constructed to design and promote brand application.In conclusion,the construction and promotion of wood carving brand can establish the brand image of Taoyuan wood carving,drive the dissemination of regional characteristics of intangible cultural heritage in the province,lay a solid foundation for inheritance of intangible cultural heritage in Hunan Province,and promote the development of rural economy and industry.