动画IP赋能县域农产品品牌传播——基于四会砂糖橘的案例研究

Animation IP Empowering Brand Communication of County Agricultural Products—A Case Study of Sihui Shatang Tangerine

摘要: 特色农产品建设在乡村振兴种起到至关重要的作用，针对县域农产品品牌传播中“视觉同质化、文化叙事断裂、转化效率低”的结构性困境，探索动画IP对地理标志产品品牌传播的赋能机制。以国家地理标志产品“四会砂糖橘”为案例，构建“3C动画赋能模型”，在文化转译、传播效能与商业转化三个维度均呈显著正向效应。动画IP通过“文化基因解码、视觉符号重构、情感价值传递”的三阶路径，能够有效提升县域农产品品牌辨识度与情感链接，加快“百县千镇万村高质量发展工程”建设的步伐。

Abstract: The construction of distinctive agricultural products plays a crucial role in rural revitalization. This study addresses the structural predicament of “visual homogenization, cultural narrative discontinuity, and low conversion efficiency” in county-level agricultural product brand communication, and explores the empowerment mechanism through which animation IP enhances the brand communication of geographical indication (GI) products. Taking the national GI product “Sihui Shatang Tangerine” as a case study, we construct a “3C Animation Empowerment Model,” which demonstrates significant positive effects across three dimensions: cultural translation, communication efficacy, and commercial conversion. Through a three-stage pathway of “cultural gene decoding, visual symbol reconstruction, and emotional value transmission,” animation IP can effectively enhance the brand distinctiveness and emotional connection of county-level agricultural products, thereby accelerating the implementation of the High-Quality Development Project for Hundreds of Counties, Thousands of Towns, and Tens of Thousands of Villages.