品牌语境下名人古迹文创产品设计研究——以东坡文创产品设计为例

RESEARCH ON CULTURAL AND CREATIVE PRODUCT DESIGN OF FAMOUS HISTORICAL FIGURES AND THEIR RESIDENCES IN BRANDING CONTEXT-TAKING PRODUCT DESIGN OF SU DONGPO AS AN EXAMPLE

名人古迹是一种具有高度开发价值的地方旅游资源,有利于提升地方旅游业的经济效益,推广地方特色文化.四川省眉州市是苏东坡的故乡,拥有国家级文物保护单位三苏祠.本文从品牌构建的角度出发,从品牌核心、品牌定位、产品体系、产品设计和产品策略五方面,搭建东坡文创产品的设计模式,探索名人古迹文创产品的品牌发展道路.研究旨在为相关领域文创产品的品牌打造提供一定参考.

Historical figures and their residences are a kind of tourism resources of high value,which is conducive to enhancing the economic benefits of local tourism and promoting regional culture.Meizhou City in Sichuan Province is the hometown of Su Dongpo,a famous historical figure in China,and the city owns Sansuci(the former residence and ancestral hall of Su Dongpo and his father as well as his younger brother).Starting from the perspective of branding,this paper builds a design model of cultural and creative products of Su Dongpo from five aspects:brand core,positioning,product system,product design,and marketing strategy,in order to explore the branding path of cultural and creative products based on historical figures and their residence.The research aims to provide reference for the branding of cultural and creative products in related fields.