基于资源型城市品牌形象传播的文创设计

Cultural and Creative Product Design Based on Brand Image Communication of Resource-Based Cities

目的大众对以资源为名的城市品牌普遍存在刻板印象,这在很大程度上限制了大众对资源型城市定位及品牌形象的认知度。大庆是我国重要的油田城市之一,其城市建设、城市科技与城市品牌形象都与石油有着密切的联系,然而大庆的城市转型并不顺利,出现了转型后品牌传播转化率低、品牌战略与公众认知相悖等问题。方法证实了在传播过程中整体环境、城市名片两部分共10项关键性因素影响着城市形象,并构建出城市形象的IPA模型。结果针对这些因素和问题,以"资源为基础、快销为宗旨、红色精神为灵魂"为文创产品设计原则,提出了"红色精神与工业遗产意象缩影"的设计方案。结论将城市精神与文化进行观感的显性呈现,通过文创产品实现深化城市品牌传播效果的作用,预期能为资源型城市的品牌塑造或转型提供有效的参考。

The public generally hold stereotypes about urban brands that are famous for its resources, which limits the public’s awareness of resource-based city positioning and brand image to a large extent. As an old oilfield of the People’s Republic of China, Daqing’s urban construction, urban technology and urban brand image are closely related to oil.However, the urban transformation of Daqing has not been smooth.. After the transformation, problems such as the low conversion rate of brand communication and the contradiction between brand strategy and public perception have emerged. It is confirmed that the overall environment and the city business card have a total of 10 key factors affecting the city image in the process of communication, and an IPA model of the city image is constructed. Aiming at these factors and problems, a design scheme of "the red spirit and the epitome of industrial heritage" was proposed based on the design principle of cultural and creative product design “resource as the basis, fast sales as the purpose, and red spirit as the soul”. The explicit presentation of city spirit and culture, and deepening the effect of urban brand communication through cultural and creative products, is expected to provide a effective reference for shaping or transformation of resource-based city brands.