乡村振兴背景下传统村落IP形象设计——以绍兴市上王村为例
The IP Image Design of Traditional Villages under the Background of Rural Revitalization—Taking Shangwang Village in Shaoxing City as an Example

本文通过实地调研、文献研究法，从绍兴市上王村的现状出发，致力于把上王村打造成富有古村落文化的综合型旅游基地，对其产业进行产品设计、宣传包装、合作链接，从多角度考虑，打造主题化特色，并重新设计村标，为村庄注入新生力，助力乡村振兴。本文对重塑乡土文化价值认同、外部推动乡土文化走以“文旅融合”之路以传承乡土文化“文脉”，实现立足乡土文化传统的现代性融合，重新确立起乡土文化在乡村振兴、民族文化繁荣中的具有重要的价值和意义。
Based on the current situation of Shangwang Village in Shaoxing City through field research and literature research, this paper is committed to building Shangwang Village into a comprehensive tourism base rich in ancient village culture, carrying out product design, publicity and packaging, and cooperation links for its industry, considering from multiple angles, creating thematic characteristics, and re-designing the village logo to inject new vitality into the village and help rural revitalization. This article is of great value and significance to rebuild the value identity of local culture, promote local culture to inherit the “context” of local culture through the road of “cultural and travel integration”, realize the integration of modernity based on local culture tradition, and re-establish the local culture in the revitalization of rural areas and the prosperity of national culture.