新农村建设中区域文化品牌包装策略研究-包装工程.PDFVIP

鍖呰宸ョ▼ PACKAGINGENGINEERINGVol.32No.242011.12 136 鏂板啘鏉戝缓璁句腑鍖哄煙鏂囧寲鍝佺墝鍖呰绛栫暐鐮旂┒ 鏉ㄦ櫠 锛堟睙瑗跨悊宸ュぇ瀛︼紝璧ｅ窞341000锛 鎽樿锛氫粠璧ｅ窞鏂板啘鏉戝缓璁剧殑瀹炶返鍑哄彂锛屼綔涓烘渶鏃╁紑灞曟柊鍐滄潙寤鸿鐨勫湴鍖猴紝姹熻タ璧ｅ窞鏈韩灏辨嫢鏈夎緝涓轰赴瀵岀殑鏂囧寲璧 婧愶紝浠ヨ担宸炴渶鍏蜂唬琛ㄦ€х殑瀹㈠鏂囧寲涓轰緥锛屾帰璁ㄥ湪璧ｅ窞鏂板啘鏉戞枃鍖栧缓璁句腑濡備綍鍏呭垎鍒╃敤鍜屾寲鎺樼幇鏈夎祫婧愶紝绉戝瀹氫綅鍖 鍩熸枃鍖栧搧鐗屽舰璞°€傛彁鍑洪€氳繃鍖呰绛栫暐鍏ㄩ潰鎻愬崌寤鸿璧ｅ窞鏂板啘鏉戞枃鍖栧缓璁炬按骞筹紝鎵╁ぇ鏈湴瀹㈠鏂囧寲褰卞搷鍔涳紝骞舵渶缁堝缓 绔嬭捣鍖哄煙鐗硅壊鐨勬枃鍖栧搧鐗岋紝鏉ヤ赴瀵屽箍澶т汉姘戠兢浼楃殑鏂囧寲鐢熸椿锛屼績杩涚ぞ浼氱殑鍜岃皭杩涙銆 鍏抽敭璇嶏細鏂板啘鏉戯紱璧ｅ窞瀹㈠鏂囧寲锛涙枃鍖栧搧鐗岋紱鍖呰绛栫暐 涓浘鍒嗙被鍙凤細J524.2 鏂囩尞鏍囪瘑鐮侊細A 鏂囩珷缂栧彿锛?001-3563锛?011锛?4-0136-03 Research on Regional Culture Brand Packaging Strategy in the Construct- ion of New Rural YANG Jing 锛圝iangxiUniversityofScienceandTechnology锛孏angzhou341000锛孋hina锛 Abstract 锛欶rom the practice of Ganzhou new rural construction point of view, as the first to launch a new rural construction area, Jiangxi Ganzhou itself has relatively rich cultural resources, as the most representative of Ganzhou Hakka culture as an example. It discussed in the cultural construction of new countryside in Ganzhou how to make full use of existing resources and mining, scientific positioning regional cultural brand image. Then it presented through packaging strategy to enhance the construction of Ganzhou new rural culture construction level, to expand local Hakka cultural influence, and eventually established the regional characteristics of the brand culture, to enrich the peoples culturallife,promotesocialharmonyandprogress. Key words 锛歯ewruralconstruction锛汬akkaculture锛沜ulturebrand锛沺ackagingstrategy 姹熻タ璧ｅ窞鏄叏鍥芥渶鏃╁紑灞曟柊鍐滄潙寤鸿鐨勫湴鍖猴紝鍦 鍚庤鍚勮涓氬箍娉涚殑杩愮敤銆傛垚鍔熺殑鍖呰鍙婂搧鐗岀鐞嗘垚 寤鸿鏂板啘鏉戞枃鍖栦笂鏈夎澶氭湁鐩婄殑灏濊瘯锛屼负浜嗗舰鎴愭湁鍦 灏变簡鍚勮涓氱殑鐜嬭€呫€ 鍩熺壒鑹茬殑鏂囧寲鍝佺墝锛屼絾鍦ㄦ墿澶ц繖绉嶆枃鍖栧搧鐗岀殑褰卞搷鍔 鍦ㄦ垜鍥界殑鏂囧寲绠＄悊銆佺粡钀ヤ笌璁捐棰嗗煙锛屽寘瑁呬笌鍝 鏂归潰锛岃繕缂轰箯涓撲笟鐨勫寘瑁呬笌鎺ㄥ箍銆傜瑪鑰呬粠鍖呰绛栫暐瑙 鐗屾剰璇嗗嵈鐣ユ樉钀藉悗锛屼竴鏂归潰涓庝紶缁熺殑鏂囧寲瑙傚康瀵瑰寘 搴﹀嚭鍙戯紝浠ヨ担宸炴渶鍏蜂唬琛ㄦ€х殑瀹㈠鏂囧寲涓轰緥锛屾帰璁ㄥ 瑁呬笌鍝佺墝涓嶅閲嶈锛屽彟涓€鏂归潰涔熶笌鍏跺寘瑁呭拰鍝佺墝寤 浣曞厖鍒嗗埄鐢ㄥ拰鎸栨帢鐜版湁璧勬簮锛岀瀛﹀畾浣嶅叏闈㈡彁鍗囪担宸 绔嬮毦搴﹀ぇ鏈夊緢澶у叧绯汇€傜幇浠婄殑鍟嗕笟绀句細锛屾枃鍖栨椿鍔 鏂板啘鏉戞枃鍖栧缓璁炬按骞筹紝鎵╁