Research And Practice Of IP Extension Design In Rural Vitalization

Tuanzhou Township is located in the East Dongting Lake district of Huarong County,Hunan Province,and was formed in 1977.It has rich products and beautiful scenery,and can be called "land of fish and rice".The promotion of urbanization has caused serious problems.In December 2019,the government issued a ten-year fishing ban.Fishermen who have lived on fishing have to go ashore and change careers.In addition,for the old fishermen who have been fishing for a lifetime have no idea where to go.In recent years,national policy has always focused on rural development."Village vitalization","beautiful villages",and " mountains of gold and silver" are keywords for carrying out rural work.At present,there is a phenomenon of homogeneity and urbanization in rural development.The regional design is only at the explicit level and cannot solve the substantive problems in the countryside.From the perspective of design,how to solve rural problems through design intervention and realize rural vitalization is a very significant design research practice topic.Based on this,the field investigation method and the concept of community building were used to conduct a detailed survey of the five major resources of Tuanzhou Township:people,culture,land,production,and scenery;and the KJ analysis method was used to conduct an inductive analysis of the resources to find the problems of low added value of agricultural products,shrinking fishery,population loss,transportation and water pollution;through design intervention,using the concept of IP(intellectual property intellectual property rights),put forward the use of IP image design and IP extension design to create Tuanzhou's cultural IP,and form extension design specifications to promote the solution of rural issues.The biggest innovation of this research practice is the proposal of IP extension design.IP extension is an extension of IP problems.IP extension design is based on finding a certain problem and giving targeted design solutions.Such as the use of brand design to solve the problem of low added value of agricultural products,picture book design to solve the problem of population loss,route design to solve the problem of transportation,MG animation design to solve the problem of water pollution.It is different from the derivative design.Each IP extension design is independent,which is beneficial to the effectiveness ofproblem solving.Through this research method and design method,the problems of Tuanzhou Township can be accurately found,and the design can be carried out based on regional characteristics,avoiding homogeneity,urbanization,and staying on the explicit level,and practically solve the rural problems.To achieve rural vitalization.