摘要
在智慧乡村建设的宏观背景下,针对文旅商品的数字化包装,探讨了如何通过有效的品牌塑造与传播策略提升文旅商品的市场竞争力和影响力。聚焦于将乡村特色文化元素融入数字化包装设计,构建富有故事性和差异化的品牌形象;利用线上线下整合传播、智慧乡村平台、关键意见领袖(key opinion leader,KOL)合作以及口碑营销等多种手段,实现品牌的广泛传播与深度互动。旨在指导智慧乡村建设实践,促进文旅商品的品牌化发展,助力乡村振兴与文化传承。
Under the macro background of smart village construction,this paper discusses how to improve the market competitiveness and influence of cultural tourism commodities through effective brand building and communication strategies for the digital packaging of cultural tourism commodities.Focusing on the integration of rural characteristic cultural elements into digital packaging design,it constructs a story-rich and differentiated brand image;using online and offline integrated communication,smart village platform,key opinion leader(KOL)cooperation and wordof-mouth marketing and other means,it achieves extensive communication and deep interaction of the brand.It aims to guide the practice of smart village construction,promote the brand-based development of cultural tourism commodities,and help rural revitalization and cultural inheritance.
作者
王洪凯
杨沛玉
WANG Hongkai;YANG Peiyu(Shandong Vocational University of Foreign Affairs,Weihai 264504,Shandong,China)
出处
《上海包装》
2025年第11期143-145,共3页
Shanghai Packaging
基金
山东省文化艺术科学重点课题“智慧乡村建设中文旅商品数字化开发体系研究”(L2025Z05160048)。
