数字化赋能农产品区域品牌设计及推广研究

Digital Empowerment of Regional Brand Design and Promotion of Agricultural Products

中文关键词: 数字化  TRIZ  农产品  品牌设计  品牌推广

英文关键词: digitalization  TRIZ  agriculture products  brand design  brand promotion

中文摘要:

      目的 旨在利用数字化手段提升湘西凤凰腊尔山地区乡村产业活力，进一步促进扶贫成果的应用。方法 运用TRIZ理论中的九屏幕法分析腊尔山农产品区域品牌现状，从而科学地找出解决方案。通过实地考察和深入调研，结合项目背景，进行品牌系统服务规划、产品服务系统地图构建、数字化应用程序开发等，并运用AIGC技术提升品牌设计和包装设计的趣味性和场景性。生成品牌创意视频，增强宣传力度，提升品牌知名度。结果 构建了数字化赋能农产品区域品牌设计及推广路径，形成了“数字化+体验化+生态化+综合化”的品牌体系，提升了农产品区域品牌的美学品位。结论 通过九屏幕法分析和AIGC技术赋能，发现了区域农产品品牌设计及推广的显性问题和潜在问题，提升了设计效率和质量，为进一步促进湘西凤凰腊尔山地区的乡村振兴和脱贫致富提供了可行途径。

英文摘要:

      The work aims to use digital means to enhance the vitality of rural industries in the Laershan area of Fenghuang, Xiangxi, and further promote the application of poverty alleviation achievements. The nine-screen method in the TRIZ theory was used to analyze the current situation of regional agricultural product brands in Laershan, so as to scientifically find solutions; Brand system service planning, product service system map construction, digital application development, etc. were carry out through on-site inspections and in-depth research, combined with project background. The AIGC technology was applied to enhance the fun and scenario of brand design and packaging design so as to generate brand creative videos, enhance promotional efforts, and increase brand awareness. A digital empowerment path for regional brand design and promotion of agricultural products was constructed. A brand system of "digitalization + experientialization + ecologicalization + comprehensiveness" was formed. The aesthetic taste of regional agricultural product brands was enhanced. In conclusion, through the analysis of the nine-screen method and the empowerment of AIGC technology, explicit and potential problems in the design and promotion of regional agricultural product brands are identified, improving design efficiency and quality. This provides a feasible way to further promote rural revitalization and poverty alleviation in the Laershan area of Fenghuang, Xiangxi.