目的 分析盐城的湿地文化资源，设计出具有盐城湿地文化意象的文创产品，丰富盐城文创市场的产品种类，促进地域文化的传播。方法 运用内容分析法对盐城湿地文化进行文化意象分析，利用用户调查法梳理目标用户的需求，市场调研法进行竞品分析。结果 提取和甄选湿地代表性元素，进行一系列具有用户偏好的盐城湿地文化风格的文创产品创意设计。结论 运用文化意象分析的方法来深度发掘湿地文化资源并且进行文创产品设计可以为盐城文创产业发展注入新动力，提升盐城文化软实力。

The work aims to analyze the wetland cultural resources of Yancheng and design cultural and creative products with the cultural imagery of Yancheng to enrich the product range on the cultural and creative market in Yancheng, and promote the dissemination of regional culture. The content analysis method was used to analyze the cultural imagery of Yancheng wetland culture, the user survey method was used to sort out the needs of target users, and the market research method was used to analyze competitive products. The representative elements of the wetlands were extracted and selected to carry out a series of creative design of cultural and creative products with the users' preference of Yancheng wetland culture style. The use of cultural imagery analysis to deeply explore the wetland cultural resources and the design of cultural and creative products can inject new momentum into the development of cultural and creative industry in Yancheng and enhance the soft power of Yancheng culture.