文章摘要
李杨,丁雯菲.可持续理念驱动区域传统文化品牌建设研究[J].包装工程,2018,39(18):26-29.
可持续理念驱动区域传统文化品牌建设研究
Construction of Traditional Cultural Brands in Sustainable Concept Driven Regions
投稿时间:2018-02-12  修订日期:2018-09-20
DOI:10.19554/j.cnki.1001-3563.2018.18.007
中文关键词: 可持续理念  区域传统文化  文化品牌  用户需求  古法技艺
英文关键词: sustainable concept  regional traditional culture  cultural brand  user needs  ancient techniques
基金项目:教育部哲学社会科学研究重大课题攻关项目“可持续发展中的绿色设计研究”(16JZD014);天津市高等学校创新团队培养计划“绿色发展理念与创新产品设计”(TD13-5012/5045)
作者单位
李杨 天津理工大学天津 300384 
丁雯菲 天津理工大学天津 300384 
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中文摘要:
      目的 挖掘区域传统文化品牌对实现人文价值、艺术价值乃至经济价值具备的巨大潜能,探讨区域传统文化如何应用可持续理念发展自身品牌建设。方法 通过对区域传统文化在市场杠杆驱动下以及可持续理念驱动下的品牌建设路径的优势及不足进行分析,获得“可持续理念驱动区域传统文化品牌”的建设思路。运用当代设计理论及部分营销学、社会学的知识,阐述如何将传统文化载体进行再设计,将区域地方文化传统特色进行升华,以及如何将基于需求的新理念、民艺的可持续实践应用于传统文化的品牌建设中。结论 注重“天人合一”精神的传统文化具有可持续的特性。融入当代审美、消费、精神、使用需求的可持续设计理念可通过文化品牌的精准定位、基于需求的活动策划、古法技艺可持续内核的适度营销,来完成区域文化品牌的创新建设。
英文摘要:
      The work aims to tap the huge potential of regional traditional cultural brands to achieve human values, artistic values and even economic value, and explore how regional traditional culture applies sustainable concepts to develop its own brand building. Through the analysis on the advantages and disadvantages of brand building path of the regional traditional culture driven by the market leverage and sustainable concept, the building idea of "sustainable concept-driven regional traditional cultural brand" was obtained. With contemporary design theory and partial marketing and sociological knowledge, how to re-design traditional cultural carrier, sublimate regional local cultural traditions, and apply new concepts based on demand and sustainable practices of folk art in the building of traditional cultural brands were expounded. The traditional cultural endogenous nature that emphasizes the spirit of "Heaven and Man" has a sustainable philosophy. The sustainable design concept that incorporates contemporary aesthetics, consumption, spirit and use needs can achieve the innovative construction of regional cultural brands through the precise positioning of cultural brands, the planning of activities based on demand, and the appropriate marketing of the sustainable core of ancient techniques.
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