地方知识赋新饮食品牌——以云南“乍甸鲜奶”为例

Local Knowledge Innovation and Consumer Identity in the Construction of Urban Food Culture Brands:A Study Based on Yunnan Gejiu's"Zhadian Fresh Milk"

在当前城乡融合背景下,都市空间的不断扩大使得城乡空间产生了重叠与交织,这必将带动农村文化向更高层次、更多元、更加包容的方向演变,地方知识(local knowledge)如何在都市得到发展是值得关注与探究的问题。以个旧乍甸鲜奶及其产物——鲜奶吧为切入点,通过人类学参与式观察的研究方法,试图对个旧乍甸鲜奶的饮食文化品牌营造中地方知识赋新与消费认同进行分析,总结乡村振兴背景下的农村传统文化资源的传承与创新,认为农村文化传承创新仅凭内在资源很难实现,必须要有协调性、整合性、资源性的文化空间环境才能激活传统文化的自信进一步实现文化的续用。

In the current context of urban-rural integration,the continuous expansion of urban space makes urban and rural space overlap and intertwine,which will surely drive the evolution of rural culture to a higher level,more diversified and more inclusive direction,and how local knowledge can be developed in the city is an issue worthy of attention and investigation.Taking Zhadian Fresh Milk and its product—Zhadian fresh milk bar in Zhadian Town of Gejiu City as an entry point,the study tries to analyze the revitalization of local knowledge and consumer identity in the food culture branding of Zhadian Fresh Milk through the research method of anthropological participatory observation,summarizing the inheritance and innovation of rural traditional cultural resources in the context of rural revitalization,and arguing that inheritance and innovation of rural culture can hardly be realized only by self-generated inner resources,but must have a coordinated,integrated and resourceful cultural space environment to activate the confidence of traditional culture and further realize the renewal of culture.