Study On The Brand Image Design Of Tangerine In Xunwu County Under The Background Of Cultural And Tourism Integration

Since the 19 th National Congress of the Communist Party of China,my country has comprehensively promoted the prosperity and rapid development of cultural undertakings and cultural industries,and insisted on the integrated development of culture and tourism.Under the strategic deployment of rural revitalization,the rural cultural tourism industry in all parts of my country has developed rapidly,and the demand for the development of rural brands is particularly obvious.How to develop rural brands in the context of the integration of culture and tourism to promote rural economic development is a very practical problem.Taking Xunwu County,Jiangxi Province as an example,this paper makes a detailed analysis on the brand image design and promotion of the local characteristic tangerine industry based on the background of the integrated development of culture and tourism.Xunwu County is located in Ganzhou City,Jiangxi Province.The superior geographical environment and climatic conditions are suitable for the cultivation of tangerine crops.In 1996,Xunwu County was awarded the honorary title of "Hometown of Tangerines in China" by the relevant departments of the State Council.As a settlement of Red Culture County and Hakka settlement,Xunwu has vigorously developed red tourism culture in recent years and established a patriotic education base.The development of industry and culture have positive significance.This paper analyzes the development status of rural brands,conducts field visits and investigations on the tangerine industry in Xunwu County,Jiangxi Province,objectively analyzes the advantages and disadvantages of Xunwu tangerine brand development,and summarizes the brand positioning,design principles and design strategies of Xunwu tangerine,to provide a theoretical basis for the visual design of Tangerine brand,combined with the formal rules of design,to carry out design practice from two aspects of brand image and brand promotion.There are six chapters in this paper,of which four or five chapters are the key content.The first chapter is the introduction part,which is the policy and theoretical background of the research.Through the existing case and literature research as theoretical support,it expounds the necessity and significance of rural brand building under the background of cultural and tourism integration.The second chapter is the theoretical basis,which mainly expounds the related concepts of cultural tourism integration and rural brand.The third chapter analyzes the current situation of cultural tourism resources in Xunwu County,and analyzes the development status of Xunwu County’s tangerine industry and the market of tangerine brands through market research.The fourth chapter is the part of Xunwu County’s Tangerine brand image design,mining Tangerine’s brand story and cultural value,and putting forward development strategies for the construction of Tangerine’s brand image,through brand positioning,design principles,design methods,and design strategies to design Xunwumi Orange brand image is the key research part of the thesis.The fifth chapter is the promotion and application of the Tangerine brand in Xunwu County,which organically integrates the rich cultural tourism resources of Xunwu County with the Tangerine culture,and uses the news media and the Internet inside and outside the county to create three-dimensional publicity and promotion from multiple perspectives online and offline..The sixth chapter is the conclusion and prospect.By expressing the research results,it points out the follow-up work and prospect of the research.This research practice hopes to provide a certain reference for the brand image design of Xunwu County’s tangerines under the new situation of cultural and tourism integration,and to use design to empower the countryside to better promote the integration,optimization and upgrading of Xunwu County’s tangerine industry.At the same time,it will further promote the integration of culture and tourism,and stimulate the construction of rural economy.It also hopes to provide academic value for the research on the design discipline of rural brands under the background of cultural and tourism integration,and to provide a certain reference value for the integration and innovation of similar agricultural products and regional cultural tourism.Figure 87: table:8 reference:35...