摘要
目的研究国内外城市国际形象设计与传播经验及案例,结合我国城市形象设计与传播实践,为我国城市国际形象设计与传播提供科学、系统的方案。方法在分析我国城市国际形象设计与传播的现状和主要问题基础上,通过对城市形象国际传播经验的归纳,结合C IS理论,总结城市形象国际传播的设计理念、设计方法。结论我国城市国际形象设计与传播需要从顶层设计、视觉形象、传播渠道三个层面进行优化,建立国际传播语境中的城市形象识别系统。在顶层设计层面,通过城市理念识别,形成城市品牌的核心精神、理念,城市意象作为城市理念识别的载体。在视觉形象层面,设计完整的城市视觉识别体系、国际化视觉元素。在传播渠道层面,通过国际事件营销以及多元国际传播渠道向公众传递城市的核心理念及积极的国际形象。
The work aims to study the experience and cases of international image design and communication of cities at home and abroad and provide a scientific and systematic scheme for the international image design and communication of Chinese cities combined with the image design and communication practice of Chinese cities.On the basis of analyzing the status quo and main problems of international image design and communication of Chinese cities,the design concept and method of international image communication of cities were summarized by concluding the international image communication experience of cities and combining with CIS theory.The international image design and communication of Chinese cities need to be optimized from three aspects of top-level design,visual image and communication channels,and a city image identification system in the context of international communication needs to be established.At the level of top-level design,the core spirit and concept of the city brand are formed through the identification of the city concept,and the city image is used as the carrier of the identification of the city concept.At the visual image level,a complete city visual identification system and international interactive visual elements are designed.At the level of communication channels,the core concept and positive international image of the city are conveyed to the public through international event marketing and multiple communication channels.
作者
戴山山
DAI Shan-shan(Hubei University of Technology,Wuhan 430000,China)
出处
《包装工程》
CAS
北大核心
2021年第4期303-307,311,共6页
Packaging Engineering
基金
湖北省教育厅科研计划项目(Q20171402)。
关键词
城市形象
国际传播
优化策略
city image
international communication
optimization strategy
