乡村振兴背景下乡村品牌形象塑造研究——以江苏省盐城市大丰区恒北村为例

Rural Brand Image Building Under the Background of Rural Revitalization——Taking Hengbei Village in Yancheng Jiangsu for Example

中文关键词: 乡村振兴  乡村品牌  农产品  农旅融合  恒北村

英文关键词: rural revitalization  rural brand  agricultural products  integrated agriculture and tourism  Hengbei village

中文摘要:

      乡村振兴背景下加强农业品牌建设，促进农旅融合发展，在一定程度上推动了乡村自身品牌的建设。近年来，江苏省盐城市恒北村以特色农产品品牌创建为基础，通过农旅融合、村容村貌建设、网络传播等途径，在乡村品牌建设上取得显著成效。结合恒北村实践，挖掘目前乡村品牌创建中的不足，提出通过做好产品品牌包装、开发特色旅游产品、做好乡村风貌规划、开拓品牌传播渠道、开展校企合作技能培训等措施，塑造和提升乡村品牌，促进乡村振兴。

英文摘要:

      Under the background of rural revitalization, strengthening agricultural brand building and promoting integrated agriculture and tourism development have promoted the village’s own brand building. In recent years, Hengbei village in Yancheng Jiangsu has achieved remarkable results in rural brand building through integrated agriculture and tourism, village appearance building, and network communication based on featured agricultural product brand building. Combining the practice of Hengbei village, this paper explores the current shortcomings in rural brand building, and proposes measures to do well in product brand packaging, featured tourism product developing, rural style planning, brand communication channel developing, and school-enterprise cooperation skills training, so as to build and enhance rural brand, promote rural revitalizatoin.