| 李正军,陈慧姣.耦合机制下传统村落品牌形象设计方法[J].包装工程,2021,42(22):251-256. |
| 耦合机制下传统村落品牌形象设计方法 |
| Brand Image Design Method of Traditional Villages under Coupling Mechanism |
| 投稿时间：2021-08-17 |
| DOI：10.19554/j.cnki.1001-3563.2021.22.031 |
| 中文关键词: 耦合机制 传统村落 品牌形象 符号 设计方法 |
| 英文关键词: coupling mechanism traditional villages brand image symbols design method |
| 基金项目:教育部人文社会科学研究规划基金项目(20YJAZH062);辽宁省社科基金一般项目(L19BSH013) |
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| 中文摘要: |
| 目的 探讨耦合机制下传统村落品牌形象设计的方法，指导传统村落品牌形象设计实践。方法 运用耦合分析法与符号构建法，分析传统村落品牌形象设计与地域文化之间的耦合关系，通过耦合受众感知，构建传统村落品牌形象的受众认知度;耦合地域特色文化，构建传统村落品牌形象的核心内涵、独特性与识别性;耦合传统村落品牌形象应用场景，构建传统村落品牌形象的实用价值与品牌力量。结论 通过对耦合机制下传统村落品牌形象设计方法的研究，避免村落形象设计趋同化，彰显传统村落基因魅力，塑造个性显著的传统村落品牌形象，在提高受众认知度的同时，提升传统村落影响力与综合竞争力。将研究方法应用到赫图阿拉满族传统村落品牌形象设计实践中，使研究理论更加科学合理，并为其他传统村落品牌形象设计提供理论参考。 |
| 英文摘要: |
| This paper aims to explore the methods of traditional village brand image design under the coupling mechanism and to guide the practice of traditional village brand image design.Using coupling analysis method and symbolic construction method, we analyze the coupling relationship between traditional village brand image design and regional culture, and construct the audience recognition of traditional village brand image by coupling audience perception; coupling regional characteristic culture to construct the core connotation as well as uniqueness and recognition of traditional village brand image; coupling traditional village brand image application scene to construct the The practical value and brand power of traditional village brand image. Through the study of traditional village brand image design methods under the coupling mechanism, we can avoid the convergence of village image design, highlight the charm of traditional village genes, shape the brand image of traditional villages with remarkable personality, and enhance the influence and comprehensive competitiveness of traditional villages while improving audience recognition. Applying the above- mentioned research methods to the practice of brand image design of Hetuala Manchu traditional villages makes the research theory more scientific and reasonable, and provides theoretical reference for the brand image design of other traditional villages. |
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