| 摘要: |
| 目的 厘清城市品牌与城市形象的内在关联，将城市品牌的定位理论应用于城市营销活动的视觉识别设计当中。方法 遵循城市品牌定位原则，通过对数据进行收集和分析，建构基于城市形象数据的城市品牌定位坐标系，为城市品牌定位决策提供理论依据。结果 提炼出案例城市深圳的城市形象标签，从建成环境、活力程度、发展环境、宜居程度4个视角提出城市品牌定位策略:现代时尚的花园城市景观;年轻多元的创意城市文化;包容创新的移民城市基因;绿色环保的宜居城市生态，同时提出相应的城市品牌视觉识别设计方案。结论 通过在城市品牌定位坐标系中找到城市形象标签的位置，能够定位城市的综合竞争力，从而为城市品牌形象的塑造和推广提供设计战略。 |
| 关键词: 城市形象数据 城市品牌定位 视觉识别设计 深圳 |
| DOI：10.19554/j.cnki.1001-3563.2023.02.031 |
| 分类号:TB472 |
| 基金项目:深圳市哲学社会科学2020年度课题(SZ2020B036) |
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| Brand Design Strategies of Shenzhen under the Construction of City Image Data |
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WANG Xin
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(Division of Art, Shenzhen University, Shenzhen 518000, China)
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| Abstract: |
| The work aims to clarify the internal relationship between city brand and city image, and apply the city brand positioning theories to the visual identity design of city marketing events. Through data collection and analysis, the city brand positioning coordinate system based on city image data was constructed following the principles of city brand positioning to provide a theoretical basis for city brand positioning decision-making. The city image labels of Shenzhen were extracted and the city brand positioning strategies were proposed from the perspectives of Built Environment, Vitality Degree, Development Environment, Livable Degree:modern and fashionable landscape for garden city, young and diverse culture for creative city, tolerant and innovative gene for immigrant city and green and environmental ecology for livable city. At the same time, the corresponding visual identity design proposals of city brand were put forward. By finding the position of the city image labels in the city brand positioning coordinate system, the comprehensive competitiveness of the city can be positioned, thus providing design strategies for the creation and promotion of city brand image. |
| Key words: city image data city brand positioning visual identity design Shenzhen |
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