摘要
黄河国家文化公园品牌形象设计的理念是以中国文化类工程建设为依托,开发创新视觉表达,以中华远古文明和现代文明相结合的方式,改善和扩大中华文化对未来世界文化发展的交流和影响。文章通过梳理黄河国家文化公园概念及作用、黄河文化研究现状,运用SWOT模型分析方法,厘清黄河国家文化公园(陕西段)的优势、劣势、机会及威胁,提出打造创新陕西省黄河文化品牌、拓展联动黄河文化品牌产业群、践行黄河文化品牌核心价值的品牌设计策略,采用问卷调研、概念矩阵方法分析得出品牌构建方案。以黄河文化国家公园为设计对象,通过模型分析、问卷调查、概念矩阵等基础研究为品牌形象设计提供理论依据,同时也为塑造地域文化品牌形象提供全新的设计思路。
The concept of brand image design for the Yellow River National Cultural Park is based on the construction of Chinese cultural projects,developing innovative visual expressions,and combining ancient and modern Chinese civilization to improve and expand the exchange and influence of Chinese culture on the future development of world culture.The article clarifies the advantages,disadvantages,opportunities,and threats of the Yellow River National Cultural Park(Shaanxi section)by sorting out the concept and role of the Yellow River National Cultural Park,the current research status of the Yellow River culture,and using the SWOT model analysis method.It proposes brand design strategies to create innovative Yellow River cultural brands in Shaanxi Province,expand and link the Yellow River cultural brand industry cluster,and practice the core values of the Yellow River cultural brand.Through questionnaire surveys Analyze the brand building plan using the concept matrix method.Taking the Yellow River Cultural National Park as the design object,this study provides theoretical basis for brand image design through model analysis,questionnaire survey,concept matrix,and other basic research.At the same time,it also provides new design ideas for shaping regional cultural brand image.
作者
王晶
WANG Jing(School of art and media,Xi'an Technological University,Xi’an,Shaanxi,710021)
基金
陕西省教育厅科研计划项目(22JK0097)。
关键词
黄河国家文化公园
品牌形象设计
特色传承
Yellow River National Cultural Park
Brand Image Design
Characteristic Inheritance
