数字乡村战略下龙普村彝族竹编品牌建设研究

Brand Construction of Yi Bamboo Weaving in Longpu Village under the Digital Village Strategy

中文关键词: 彝族竹编  品牌建设  数字乡村  乡村振兴

英文关键词: Yi bamboo weaving  brand construction  digital village  rural revitalization

中文摘要:

      目的 探索数字乡村战略下品牌建设对龙普村彝族竹编工艺传承与乡村发展赋能的价值内涵和现实路径。方法 对云南红河龙普村进行实地考察，发现当地彝族竹编产业具备发展竹编品牌的条件和前景，拥有优势显著的竹资源、民族文化资源、地理条件资源。依据田野调查，总结龙普村彝族竹编的发展现状与困境，并挖掘龙普村彝族竹编品牌建设的价值内涵，力求推进彝族竹编活态传承与乡村振兴目标。结果 在实践层面上，分别从品牌架构、品牌形象、数字平台三个方面探索龙普村彝族竹编品牌建设现实路径。结论 龙普村彝族竹编品牌建设有利于延续龙普村彝族竹编活力与传承能力，同时增强农村内生发展动力，从而推动乡村振兴。

英文摘要:

      The work aims to explore the value connotation and practical path of brand construction in inheriting Yi bamboo weaving techniques in Longpu Village and empowering rural development under the digital rural strategy. Based on the field investigation in Longpu Village, Honghe, Yunnan, it was found that the local Yi bamboo weaving industry had good conditions and prospects for developing bamboo weaving brands. It had significant advantages in bamboo resources, ethnic cultural resources, and geographical resources. According to the field research, the current situation and difficulties in the development of Yi bamboo weaving in Longpu Village were summarized, and the value connotation of the brand construction of Yi bamboo weaving in Longpu Village was explored, so as to promote the living inheritance of Yi bamboo weaving in Longpu Village and the goal of rural revitalization. At the practical level, the practical path for brand construction of Yi bamboo weaving in Longpu Village was explored from three aspects:brand architecture, brand image, and digital platform. The brand construction of Yi bamboo weaving in Longpu Village is conducive to continuing the vitality and inheritance ability of Yi bamboo weaving in Longpu Village, while enhancing the endogenous development momentum of rural areas and promoting rural revitalization.