Publicity and Communication of the Pomegranate Culture and Economy in Lunan Area
鲁南石榴文化经济的外宣传播

摘要

农产品出海与区域公用品牌建设是当前乡村振兴的重要课题。本文以鲁南石榴为研究对象，在系统梳理其历史底蕴与文化内涵的基础上，通过受众问卷调查对当前品牌的市场认知度与外宣现状进行了初步实证分析。研究发现，鲁南石榴在对外传播过程中面临着品牌认知浅层化、传播渠道传统化以及视觉形象同质化等核心痛点。基于此，本文提出在数字化时代背景下，应着力构建全媒体传播矩阵、提炼具有普适性的跨文化符号，并积极推动品牌IP化运营与跨界融合。本研究旨在为鲁南石榴突破地域壁垒、高质量走向全国乃至国际市场提供可行的策略参考。

Abstract

Agricultural product globalization and regional public brand building are important topics in the current rural revitalization agenda. Taking the Lunan pomegranate as the research subject, this paper first systematically reviews its historical heritage and cultural connotations, then conducts a preliminary empirical analysis of the brand's current market awareness and international communication status through audience questionnaires. The study identifies core challenges in the external communication of the Lunan pomegranate, including shallow brand perception, traditional communication channels, and homogenized visual identity. Based on these findings, this paper proposes that in the digital era, efforts should focus on constructing an all-media communication matrix, extracting universally applicable cross-cultural symbols, and actively promoting brand IP-based operation and cross-sector integration. The aim is to provide feasible strategic references for the Lunan pomegranate to break through regional barriers and achieve high-quality access to national and even global markets.