浙江地域文化认同语境下中小微农产品品牌形象设计研究
摘 要：文章以浙江地域文化认同理论为切入点，旨在探索如何通过系统性设计将浙江地域文化基因融入中小微农产品的品牌形象中，从而提升品牌竞争力和增强消费者的文化归属感。通过文献分析、案例研究及实地调研等方法，提出“明确品牌定位—提炼核心价值—提升品牌温度—构建可持续化叙事”的设计策略，并结合设计策略提出了浙江地域文化认同语境下的中小微农产品品牌形象设计实践，以设计介入破解中小微品牌文化感知薄弱、情感共鸣缺失与传播效能不足等核心问题，使品牌在竞争激烈的市场中构建差异化优势，助力浙江中小微农产品品牌实现可持续发展。
关键词：工业设计；地域文化认同；品牌形象设计；品牌文化
中图分类号：J524 文献标识码：A 文章编号：1672-7053(2025)10-0124-05
Abstract：This article takes the theory of regional cultural identity in Zhejiang as the entry point, aiming to explore how to integrate the regional cultural genes of Zhejiang into the brand image of small, medium and micro agricultural products through systematic design, thereby enhancing brand competitiveness and strengthening consumers' sense of cultural belonging. Through methods such as literature analysis, case studies and field investigations, the design strategy of "clarifying brand positioning - extracting core values - enhancing brand warmth - constructing sustainable narratives" was proposed. Combined with the design strategy, the design practice of the brand image of small, medium and micro agricultural products in the context of regional cultural identity in Zhejiang was put forward. By intervening in design to address the core issues such as weak cultural perception, lack of emotional resonance and insufficient communication effectiveness of small, medium and micro brands, brands can build differentiated advantages in the highly competitive market and help small, medium and micro agricultural product brands in Zhejiang achieve sustainable development.
Key Words：Industrial Design; Regional Cultural Identity; Brand Image Design; Brand Culture
