齐鲁非遗基因转译视角下黄河国家文化公园(山东段)文旅品牌形象整合设计与传播策略研究

Research on the Integrated Design and Communication Strategy of Cultural and Tourism Brand Image of Yellow River National Cultural Park(Shandong Section)

在线阅读下载PDF

导出

摘要该研究立足于齐鲁非遗基因转译视角,针对黄河国家文化公园(山东段)文旅品牌形象整合与传播的现实困境,系统探讨了其形象塑造与传播优化路径。研究首先剖析了当前品牌建设存在的碎片化、形象模糊、传播乏力等问题,并论证了将齐鲁非遗基因融入品牌建设的内在逻辑与价值。在此基础上,提出了基于非遗基因提取、解析与符号化、体验化、数字化转译原则的设计策略,构建了涵盖视觉识别、体验场景、品牌叙事及跨界融合的整合设计体系。同时,制定了内容创新、渠道整合、互动体验及多方联动的传播策略。研究认为,深度挖掘并创意转译齐鲁非遗基因,并将其系统融入品牌形象整合设计与传播全过程,是破解品牌发展瓶颈、推动黄河文化(山东段)创造性转化与创新性发展、实现文旅高质量发展的关键路径。 Based on the perspective of Qilu non-legacy gene translation,this study systematically explores the optimization path of image shaping and communication for the Yellow River National Cultural Park(Shandong section)in view of the realistic dilemma of cultural and tourism brand image integration and communication.The study firstly analyzes the problems of fragmentation,blurred image and weak communication in the current brand construction,and argues the internal logic and value of integrating Qilu non-legacy genes into the brand construction.On this basis,it puts forward a design strategy based on the principles of extracting,analyzing,symbolizing,experiencing and digitally translating the non-heritage genes,and builds an integrated design system covering visual identification,experience scene,brand narrative and cross-border integration.At the same time,a communication strategy of content innovation,channel integration,interactive experience and multi-party linkage was formulated.The study concludes that deep excavation and creative translation of Qilu non-legacy genes and their systematic integration into the whole process of brand image integrated design and communication is the key path to break the bottleneck of brand development,promote the creative transformation and innovative development of Shandong section of the Yellow River culture,and realize the high-quality development of cultural tourism.

作者王洋张平青 WANG Yang;ZHANG Pingqing(College of Art and Design,Yantai Nanshan University,Yantai Shandong,265713,China)

机构地区烟台南山学院艺术与设计学院

出处《文化创新比较研究》 2025年第25期70-74,共5页 Comparative Study of Cultural Innovation

基金山东省哲学社会科学青年人才团队“山东半岛区域旅游形象研究团队”(课题编号:鲁社科联办字[2023]15号)

关键词黄河国家文化公园(山东段) 齐鲁非遗基因现代转译文旅品牌形象整合设计传播策略 New Yellow River National Cultural Park(Shandong section) Qilu non-legacy gene Modern translation Cultural tourism brand image Integrated design Communication strategy

分类号 G127 [文化科学]

作者简介王洋(1981-),女,黑龙江鹤岗人,博士,教授。研究方向:旅游形象设计与传播;通信作者:张平青(1981-),男,山东日照人,博士,教授。研究方向:城市形象设计理论与实践。通信邮箱:448290381@qq.com。