徽州文化生态保护实验区CIS构建初探

A Preliminary Study on CIS Building of Huizhou Cultural and Ecological Protection Experimental Area

徽州文化是中华传统文化的缩影和标本,有大量的物质与非物质文化遗存。国家级徽州文化生态保护实验区成立后,徽州文化的保护、传承有了良好的平台支撑,但由于实验区形象树立的匮乏,外界关注度不高,从而制约了自身的建设与发展。在借鉴CIS理论的基础上,从理念识别、行为识别、视觉识别等视角对实验区形象加以研究和塑造,通过传递推广助力走向世界知名,并为国内其他文化保护区及有关园区的形象建设提供资鉴。

Huizhou culture is known as a microcosm and specimen of the traditional Chinese culture. There are a large number of cultural relics, including intact material and non- material. After establishing the national Huizhou Cultural and Ecological Protection Experimental Area, Huizhou culture heritage has a good platform to be supported. However, because of the lack of popularity of the experimental area, public attention is not enough, thus restricting its own building and development. From the perspective of the concept of CIS identification, mind recognition, behavior recognition and visual recognition, we study and shape the image of the experimental area, and establish three communication models for image promotion, in order to make the area world - renowned, and provide information for the image - building of other cultural protection and similar areas.