Research On Brand Design Of Products With Regional Cultural Elements Under The Backgound Of Poverty Alleviation

In 2015,the United Nations put forward the "sustainable development goal ",in which " eradication of poverty in all forms" is the primary governance goal.China's important thought of "targeted poverty alleviation " was proposed in November 2013 when General Secretary Xi Jinping visited Xiangxi Tujia and Miao Autonomous Prefecture in Hunan Province with the important instructions of "seeking truth from facts,adopting measures in line with local conditions,giving targeted guidance,and targeted poverty alleviation" and "exploring experience that can be replicated and promoted"."targeted poverty alleviation",a complex and creative task,can be designed as the effective means to solve the problems.In line with the different conditions of the poor areas,the regional culture can be used as a resource to give full play its advantage through the systematic planning and scientific design.In the practice of poverty alleviation,how to enhance the value through the brand design has also drew more attention.Against the backdrop of "rural revitalization" and "targeted poverty alleviation",the paper introduces the actor-network theory,probes into the brand design strategy of products with the regional cultural elements,and,and applies the strategy to the exploration of brand design of products with the Yi embroidery elements in Xiaoliang Shan(Ninglang Yi Autonomous County)in line with the practice of poverty alleviation in Xiaoliang Shan.The paper mainly includes three parts.First,from the relevant brands and case practices based on products with the regional cultural elements,the characteristics of locality and expandability are compared and evaluated to put forward the brand design of products with the regional cultural elements under the background of poverty alleviation to emphasize the interaction between locality and expanaablity.Therefore,the four principles: the image correspondence of brand positioning,the theme correspondence of product system,the transformation correspondence of product design and production,and the mechanism correspondence of product strategy are proposed.Second,the actor-network theory is applied to the brand construction of regional cultural elements and the actor-network construction in the brand design of regional cultural elements is analyzed to come up with the four ways to assist in the brand design of regional cultural elements under the background of poverty alleviation.The four ways are problems in the brand positioning,benefits from the product system,actors in the product design and production,as well as mobilization and dissent in the product strategy,so the brand design can make more accurate use of local materials,techniques and human resources,and bring greater benefits to the local people while greatly attracting consumers.Third,the theory is applied to the practice of poverty alleviation in Xiaoliang Shan in four aspects:cultural connection of the brand positioning,multi-dimensional combination of the product system,local participation in the product design and production,and sustainable development of the product strategy to explore the brand design strategy of products with the Yi embroidery elements in Xiaoliang Shan.Through the research,the focus of brand design is extended from the products to the construction of the relevant actor-network,so as to realize the interaction between locality and expandability in the brand design,to achieve multi-win,to expand the new vision of design for poverty alleviation,and to reflect the people-oriented value of the design.