城市轨道交通企业文化符号研究

Research on Cultural Symbol of Urban Rail Transit Enterprise Intellectual Property

分析了我国设立城市轨道交通企业文化符号的必要性,阐述了我国主要城市轨道交通企业文化符号的发展现状。以广州地铁“悠悠街坊”为例,揭示了视觉文化符号人格化“赋魅”对实现情绪共鸣和文化共振的传播效果;论述了地铁空间作为特殊线下空间所具有的流量汇聚功能,提出地铁视觉文化符号场景应用中线下实体流量和线上数据流量的叠加效应;总结出公益性企业文化符号传播的理论模型,即企业、受众、城市对文化符号的三重“赋魅”,以及相关传播、文化、品牌的关系链条。

The necessity of establishing urban rail transit enterprise IP(intellectual property)cultural symbol in China is analyzed,and the current development status of major enterprises in this aspect is elaborated.Taking the′YOYO′s Neighbors′of Guangzhou Metro as an example,the enchantment effect of visual IP anthropomorphization on the emotional and cultural resonance is revealed.The flow gathering function of metro space as a special offline space is discussed.The offline physical flow and online data flow synergistic effect of metro visual IP scenario application effect is put forward.Theoretical model of public welfare enterprise IP culture propagation is summarized,referring to the triple enchantment of enterprises,audience,and cities on IP,furthermore,to the relation chain among propagation,culture,and brand.