元宇宙视域下花山岩画品牌形象数字化开发与传承策略研究

Research on the Digital Development and Inheritance Strategy of Huashan Rock Painting Brand Image from the Perspective of the Metaverse

[目的]依托数字化媒介,实现花山岩画文化景观资源与元宇宙技术的有机结合,强化花山岩画品牌形象的数字化开发软实力,进而全面提升花山岩画品牌形象数字化开发与传承。[方法]从花山岩画文化资源的挖掘与提炼出发,探讨花山岩画现有文化资源数字化开发与传承的必要性与可行性,分析元宇宙视域下运用SB3S理论模型架构花山岩画品牌形象数字化开发与传承的路径。[结论]以“骆越根祖—岩画花山”品牌为例,花山岩画品牌形象数字化开发与传承的路径应遵循花山岩画文化符号S性分析(Symbol)、花山岩画创意产品品牌形象B性分析(Brand)和花山岩画品牌形象数字化开发这一流程路线。

[Purpose]Relying on digital media,realize the organic combination of Huashan rock painting cultural landscape resources and meta-universe technology strengthens the soft power of the digital development of the Huashan rock painting brand image,thus enhancing the digital development and inheritance of Huashan rock painting brand image.[Methods]From the excavation and refinement of the cultural resources of Huashan rock painting,the necessity and feasibility of the digital development and inheritance of the existing cultural resources of Huashan rock painting are explored,and the path of digital development and inheritance of the brand image of Huashan rock painting using the SB3S theory model in the metaverse perspective is analyzed.[Conclusion]Taking the"Luo Yue Roots-Huashan Rock Painting"brand as an example,the path of digital development and inheritance of the Huashan rock painting brand image should follow the process of analysis of the cultural symbol of Huashan rock painting,analysis of the brand image of Huashan rock painting creative products and digital development of the Huashan rock painting brand image.