乡村振兴背景下地方特色食品品牌创新设计研究

——以“湘元斋”烘糕为例

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【摘要】通过对湖南地方特色食品湘乡烘糕进行文化梳理及发展困境分析，制定系统品牌战略设计方案，在保留传统风味和传统技艺的基础上，基于市场需求和时代发展，平衡非物质文化遗产保护和开发之间的关系，使地方特色食品在活态传承中更具时代价值、更具生命力。

【关键词】乡村振兴;湘元斋烘糕;品牌战略设计

【DOI 编码】10.3969/j.issn. 1674-4977.2022.02.007

Under the Background of Rural Revitalization Research on the Innovative Design of Local Characteristic Food Brand——Take an Example Of “Xiangyuanzhai”Baked Cake

LI Bo-han，YAN Hong-fei，YANG Zhi-min，LIU Yi-jia，SHEN Yi-kai，ZENG Kai-yuan

（Art College of Xiangtan University，Xiangtan 411105，China）

Abstract：By combing and analyzing the cultural development dilemma of Xiangxiang baked cake，Hunan local specialty food，a systematic brand strategy design scheme is formulated，the relationship between the protection and development of intangible cultural heritage is balanced on the basis of retaining traditional flavor and traditional skills，meeting market demand and the development of the times，for the purpose of making the local characteristic food more valuable and more resilient in the living transmission.

Key words：rural revitalization;Xiangyuanzhai baked cake;brand strategy design

湘乡烘糕是湖南省湘中地区的特色传统食品，是“湖南四大名糕”之一。（剩余3182字）