本文關(guān)鍵詞： 文化創(chuàng)意 地域性 旅游產(chǎn)品 品牌形象設(shè)計(jì)　出處：《天津理工大學(xué)》2017年碩士論文　論文類型：學(xué)位論文

【摘要】：品牌形象的視覺設(shè)計(jì)符號是所有地域文化和經(jīng)營理念的外在表達(dá),是具體化、視覺化、標(biāo)準(zhǔn)化的形象識別。所有的文化創(chuàng)意都是具有文化背景的,文化創(chuàng)意不是簡單的文化復(fù)制,是靈感和想象力的結(jié)晶。我們必須借助藝術(shù)設(shè)計(jì)與科學(xué)技術(shù)的結(jié)合,對旅游文化資源進(jìn)行有效的利用和提升。本文結(jié)合設(shè)計(jì)心理學(xué)、消費(fèi)心理學(xué)、美學(xué)原理等相關(guān)理論,對文化創(chuàng)意背景下的地域性旅游產(chǎn)品品牌形象設(shè)計(jì)進(jìn)行了系統(tǒng)的理論分析與研究,得出了地域性旅游產(chǎn)品品牌形象設(shè)計(jì)的方法和策略。本文主要通過大量的前提調(diào)研,對本課題國內(nèi)外發(fā)展現(xiàn)狀的相關(guān)數(shù)據(jù)和調(diào)查問卷相關(guān)數(shù)據(jù)進(jìn)行整理歸納,并對當(dāng)今旅游產(chǎn)品品牌形象設(shè)計(jì)同文化創(chuàng)意之間的融合性、可行性進(jìn)行了重點(diǎn)分析,以此來深入解析提升旅游產(chǎn)品附加值所需的設(shè)計(jì)理念和設(shè)計(jì)要素。經(jīng)調(diào)研結(jié)果證實(shí),我國的許多不同地區(qū)和民族都擁有自己獨(dú)特的地域性文化語言要素,它是地域文化內(nèi)涵的重要標(biāo)志,其內(nèi)容、形式和特色各有迥異。通過分析旅游產(chǎn)品品牌形象設(shè)計(jì)中地域性“語言”的種類及不同風(fēng)格特色,如對“滇元素”的提取和再創(chuàng)作方法研究,深入探討了如何依據(jù)地域文化資源更準(zhǔn)確、更合理地提煉地域性典型的本土文化視覺語言要素。同時,結(jié)合對現(xiàn)代消費(fèi)觀念與旅游產(chǎn)品的文化附加值分析,進(jìn)一步豐富理論研究成果,總結(jié)出我國地域性旅游產(chǎn)品品牌形象設(shè)計(jì)的可行性方法和創(chuàng)新思維觀點(diǎn)。本課題研究表明,文化創(chuàng)意附加值對增強(qiáng)產(chǎn)品競爭力、提供產(chǎn)品定價和開拓產(chǎn)品市場起著重要的作用。在旅游產(chǎn)品品牌形象設(shè)計(jì)中所展現(xiàn)出來的地域文化是具有多樣性、獨(dú)創(chuàng)性和審美性特征的,它是以自然環(huán)境為基礎(chǔ)、地域傳統(tǒng)文化和社會歷史沉積的集中化的三維時空的綜合結(jié)合。本文利用典型性的實(shí)地考察案例分析,如臺灣文創(chuàng)產(chǎn)品品牌特色與成都文創(chuàng)產(chǎn)品品牌特色的對照分析,廈門當(dāng)?shù)芈糜萎a(chǎn)品品牌設(shè)計(jì)策略與日本知名旅游產(chǎn)品品牌設(shè)計(jì)策略的案例分析,進(jìn)一步闡述了文化創(chuàng)意理念同旅游產(chǎn)品品牌形象設(shè)計(jì)理念相互融合的必要性。
[Abstract]:The visual design symbol of brand image is the external expression of all regional culture and management idea, and it is the recognition of concrete, visual and standardized image. All cultural ideas have cultural background. Cultural creativity is not a simple cultural reproduction, but a crystallization of inspiration and imagination. We must combine art design with science and technology to effectively utilize and promote tourism cultural resources. Based on the theories of consumer psychology and aesthetics, this paper makes a systematic theoretical analysis and research on the brand image design of regional tourism products under the background of culture and creativity. The method and strategy of brand image design of regional tourism products are obtained. This paper mainly through a large number of prerequisite research, the development of this topic at home and abroad of the status quo of the relevant data and questionnaire related data are summarized. And the combination and feasibility between brand image design and cultural creativity of today's tourism products are analyzed in order to analyze the design concept and design elements needed to enhance the added value of tourism products. Many different regions and nationalities in China have their own unique regional cultural language elements, which is an important symbol of the connotation of regional culture and its content. By analyzing the types and different styles of regional "language" in the brand image design of tourism products, such as the extraction and re-creation of "Dian element", This paper deeply discusses how to refine the visual language elements of regional typical local culture more accurately and reasonably according to the regional cultural resources. At the same time, it analyzes the cultural added value of modern consumption concept and tourism products. Further enrich the theoretical research results, summarize the feasibility method and innovative thinking point of brand image design of regional tourism products in China. This research shows that the added value of culture and creativity can enhance the competitiveness of products. Providing product pricing and developing product market play an important role. The regional culture displayed in the brand image design of tourism products has the characteristics of diversity, originality and aesthetics, and it is based on the natural environment. The integration of regional traditional culture and social historical deposition of three-dimensional spatiotemporal integration. This paper makes use of typical field investigation case analysis, such as the comparative analysis of the brand characteristics of Taiwan Wenchuang product and Chengdu Wenchuang product brand. Based on the case study of the brand design strategy of local tourism products in Xiamen and famous tourism products in Japan, this paper further expounds the necessity of merging cultural and creative ideas with the brand image design concepts of tourism products.
【學(xué)位授予單位】：天津理工大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2017
【分類號】：J524

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