| 摘要: |
| 目的 将数字化的品牌设计方法与管理体系应用到凤翔民间工艺美术的保护与开发中， 实现民间手工艺品与现代设计产业的对接， 打造具有凤翔特色的文化产业模式。 方法 以凤翔民艺的调研和普查为基础， 通过建立凤翔民间工艺美术大数据系统、 开展数字化品牌设计、 打造凤翔民间工艺美术品数字化推广平台， 构建完整的数字化品牌管理体系。 结论 对凤翔民间工艺美术的保护与开发应以品牌设计和管理为突破口， 引入现代创新设计理念， 借鉴数字化技术， 这既有利于塑造地方文化品牌， 又能推动地方经济的发展。 |
| 关键词: 凤翔 民间工艺 数字化 品牌设计 |
| DOI： |
| 分类号:J524 |
| 基金项目:陕西省社科界 2015 年度重大理论与现实问题研究项目（2015Z095） |
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| Digital Brand Design and Promption of Fengxiang Folk Industrial Art |
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ZHANG Hao
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Xi′ an Academy of Fine Arts, Xi′ an 710065， China
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| Abstract: |
| It applies the digital brand design methods and management system to the protection and development of Fengxiang folk industrial art, to realize the connection of folk handicraft works and modern design industry, and build the cultural industrial mode with Fengxiang characteristics. Based on investigation and general survey of Fengxiang folk art, and by means of building the big data system of Fengxiang folk industrial art, it carries out digital brand design and creates the digital promotion platform of Fengxiang folk handicraft works to finally build a complete digital brand management system. Making innovative protection and development of Fengxiang folk industrial art through digital technology, introducing modern innovation design concept with brand design and management as the breakthrough point, and using the experience of digital technology application can be both conductive to the building of local culture brand and local industrial economy development. |
| Key words: fengxiang folk industrial art digital brand design |
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