| 摘要: |
| 目的 针对当下地域文化创意产品品牌发展中出现的产品塑造缺乏文化寄予、文化关联性差等问题，提出地域文化背景下的文化创意产品品牌开发设计研究。方法 首先，界定了地域特色文化形象的内涵，提出了地域文化形象在当今时代下的要求;其次，从文化创意产品开发设计的视角出发，分析了文化创意产品忠诚度的塑造和地域文化产品品牌开发需要文化基础两个方面，指出了基于地域文化形象塑造的重要性;然后，归纳了地域文化品牌形象塑造的现状和问题;最后，提出了地域文化背景下的文化创意产品品牌开发设计研究的策略。结论 提出了基于地域文化背景的文化创意产品开发与设计策略，具体内容包括结合地域文化形象和时代特色进行设计;跨专业的研发设计团队是保障;有效提升新媒体时代文化创意产品的宣传方式。 |
| 关键词: 文化创意 地域文化 品牌形象 产品设计 |
| DOI：10.19554/j.cnki.1001-3563.2021.16.046 |
| 分类号:TB472 |
| 基金项目:天津教委社会科学重大项目(2019JWZD58) |
|
| Brand Development and Design of Cultural and Creative Products Against the Background of Regional Culture |
|
JIN He-lin
|
|
(Tianjin Sino-German University of Applied Sciences, Tianjin 300350, China)
|
| Abstract: |
| In view of the problems of product generalization, empty connotation and poor cultural relevance in the brand development of regional cultural and creative products, this paper puts forward the brand development and design of cultural and creative products against the background of regional culture. First of all, it defines the regional culture and regional cultural brand image, and puts forward the requirements of the era for the regional cultural brand image; secondly, it points out the important role of regional cultural brand image building in developing product loyalty and more regional cultural products; and then it summarizes three dilemmas in shaping regional cultural brand images. It concludes with the development and design strategy of cultural and creative products based on regional culture, which includes combining the regional cultural image and the characteristics of the era with the design of cultural and creative products, building an interdisciplinary design and development team, and effectively improving the publicity mode of cultural and creative products in the new media era. |
| Key words: cultural creation regional culture brand image product design |
渝公网安备 50010702501716号