【作者】 徐倩；

【导师】 王仲； 高峰；

【作者基本信息】 华东理工大学 ， 工业设计工程（专业学位）， 2020， 硕士

【摘要】 2010年以来,文化产业在国家政策支持下进入发展黄金期,在国民生产总值中占比逐年增加。随着国家经济转入高质量发展阶段,国民的消费观念发生改变,由物质消费时代过渡到精神消费时代,文化领域成为关注焦点。在城市竞争日益激烈的当下,文化也成为城市发展的重要推动力。孔氏南宗文化是孔子嫡裔迁居衢州后儒家文化在南方的象征符号,衢州基于这一独特的地域文化,于2018年提出“南孔圣地·衢州有礼”的城市品牌,并着力品牌的建设与传播,然而收效并不理想。笔者通过调研分析发现衢州城市品牌缺乏系统性的规划,导致品牌丧失文化内涵。基于这一问题,文章首先通过品牌和IP理论的对比分析,得出IP具备沟通力、连接力以及衍生力的结论,从而提出将衢州城市品牌进行IP化塑造的观点。其次以案例分析法提炼和总结国内外IP开发路径,并根据品牌社区核心受众理论对城市品牌目标受众进行问卷调研,分析得出相关设计需求,总结品牌IP化的具体设计路径。从孔氏南宗家庙这一代表性文化载体入手提炼设计元素,将其运用于设计实践,使受众对城市IP产生情感认同,达到提高城市认知度和辨识度的目的。更多还原

【Abstract】 Since 2010,cultural industry has entered the golden period of development under the support of national policies,and its proportion in GDP has increased year by year.With the national economy turning into a high-quality development stage,people’s consumption concept has changed,from the material consumption era to the spiritual consumption era,and the cultural field has become the focus of attention.With the increasingly fierce urban competition,culture has become an important driving force for urban development.Confucian South Descendant Culture is the symbol of Confucian culture in the South after the direct descendants of Confucius moved to Quzhou.Based on this unique regional culture,Quzhou proposed the city brand of "Quzhou,Home of Southern Confucianism,A Model City of Virtue" in 2018,and focused on the construction and dissemination of the brand,but the effect was not ideal.Through investigation and analysis,the author finds that Quzhou City brand lacks systematic planning,leading to the loss of cultural connotation.Based on this problem,first,this dissertation through the comparative analysis of brand and IP theory,draws the conclusion that IP has the ability to communicate,connect and derive,so as to put forward the point of view of shaping the city brand of Quzhou into IP.Secondly,use case analysis to refine and summarize the domestic and foreign IP development paths,and conduct a questionnaire survey on the target audience of urban brands based on the core audience theory of the brand community,analyze the relevant design requirements,and summarize the specific design path of the brand IP.The design elements are refined on the representative cultural carrier of Confucian South Descendant Temple,and applied to design practice,so that the audience will have emotional identification with the city IP,and achieve the purpose of improving the city’s awareness and recognition.更多还原