Research On Brand Design Of Qingsong Shared Farm From The Perspective Of Agricultural Culture

Leisure agriculture is a new model to promote the development of rural agricultural economy under the background of the implementation of the Rural Revitalization Strategy:it is based on traditional farming agriculture,integrates agricultural production activities with rural tourism and experience activities,and creates advantageous agricultural cultural projects to enhance the consumption interest of tourists and broaden the income generating channels of agricultural production.Relying on the profound agricultural culture and rich natural resources,build a new agricultural complex integrating farming experience,picking,fishing and leisure tourism,enrich the rural industrial system and increase the disposable income of rural residents.Under the influence of policies,there has been a wave of rural tourism and leisure agriculture development planning.Facing the stereotyped rural leisure industry,relying on local agricultural cultural resources to create a unique leisure agriculture brand and promote the systematic and diversified development of leisure agriculture is the only way for the development of leisure agriculture.Establishing characteristic brand image is not only the mainstream method of rural industrial development,but also an important way to inherit local culture and create rural tourism characteristics.Through the methods of literature research,comparative analysis,field investigation and example research,this paper studies the industrial relationship,concept definition,typical cases and the expression of farming culture in the planning and design of leisure industry between farming culture and leisure agriculture.This paper studies the brand image design of Qingsong shared farm in Changzhou through four parts:the first part expounds the era background of the development of rural leisure agriculture,Through the analysis of excellent brand cases at home and abroad,this paper puts forward the brand design method of Qingsong shared farm.The second part expounds the necessity of establishing the brand image of Qingsong shared farm from the theoretical basis of agricultural tourism integration and brand image design.The third part sorts out the farming folk customs of Dongqing village,analyzes the design elements of Qingsong shared farm brand image,defines the existing problems of Qingsong shared farm brand image design,and puts forward solutions.The fourth part extracts the cultural symbols of Dongqing village,defines the brand positioning of Qingsong shared farm,fully excavates the cultural history,rural customs and regional advantages of Dongqing village,and carries out the basic system design,application system design and brand App Design of brand image.The conclusion summarizes the advantages and disadvantages of the research topic,and explores the development direction of rural leisure agriculture brand image design in the future.The research on the brand design of Qingsong shared farm provides a systematic and perfect design idea for the brand construction of the whole rural leisure agriculture,and enriches the reference cases.It is hoped that the brand construction characterized by farming can promote the vigorous development of Qingsong shared farm and provide a systematic design scheme for the brand construction of rural industry.