Research On The Design Of IP Derivative Products Of Agricultural Tourism Culture Of Leisure Agriculture

The development of leisure agriculture is the breakthrough of the integration of agricultural industry,tourism industry and cultural industry,and it is an important practice to solve the problem of agriculture,rural areas and farmers.Promoting the integration of agriculture,tourism and culture,developing leisure agriculture with agriculture as the scenery,tourism as the medium and cultural creativity as the driving force,not only changed the mode of agricultural production,but also promoted the development of modern agriculture and tourism,and also promoted the rapid development of cultural and creative industries.The clear positioning of agricultural tourism culture IP is the core competitiveness of leisure agriculture development.More and more leisure agriculture has invested in the development of IP derivative products of agricultural tourism culture,hoping to enter the public view through derivative products and be known by more consumers.These derivatives carry the cultural connotation of farming culture,ecological tourism landscape culture,rural folk culture and so on.They are sought after and loved by consumers,and stimulate the development of leisure agriculture and its derivatives industry.This topic takes Wuxi Yangshan ’s peach culture as the breakthrough point to excavate and explore the cultural resources of agriculture and tourism.Wuxi Yangshan ’s peach culture is the charm of Wuxi Yangshan ’s leisure agriculture and the important foundation of Wuxi Yangshan ’s economic and cultural sustainable development.At present,although Wuxi Yangshan has an independent leisure agriculture brand and a prominent reputation,the brand lacks systematic design and has not formed a complete cultural industry chain.In particular,there are few cultural and creative products and the homogenization is serious.The local cultural elements cannot be better integrated with leisure agriculture,and the charm of leisure agriculture cannot be demonstrated through products,resulting in low consumer identity.In the research,Wuxi Yangshan,which is rich in agricultural tourism cultural resources,is selected as the research object to classify its agricultural tourism cultural elements.Investigate the current situation of the IP derivatives industry of agricultural tourism culture,analyze its existing problems,and analyze the changes in consumer demand according to the survey questionnaire.Taking Wuxi Yangshan peach culture as the design goal,the innovative design strategy is put forward.Finally,based on the cultural hierarchy structure,the design elements of IP derivative products of Wuxi Yangshan peach culture are determined,the design positioning and design method are clarified,and the design of IP derivative products of peach culture is carried out.In the form of cultural IP derivative products,it shows the connotation of Wuxi Yangshan peach culture,constructs Wuxi Yangshan peach culture brand,and promotes the new development of Wuxi Yangshan leisure agriculture.