新媒体技术下“耳朵眼”品牌创新设计与推广研究

目的 “耳朵眼”品牌是天津民俗文化品牌的代表之一,也号称“天津三绝”的美食之一,其酥脆娇嫩的外皮、香甜细腻的口感赢得了广大群众的喜爱。在互联网、新媒体高度发展的今天,对新媒体技术下的“耳朵眼”品牌进行创新设计与推广研究,有利于促进“耳朵眼”品牌的传承与发展,展现民俗文化的品牌价值。方法 通过对“耳朵眼”品牌的开发进行调研,分析“耳朵眼”品牌所拥有的民俗文化优势,发现“耳朵眼”品牌在借助新媒体技术过程中所存在的不足,由此制定在新媒体技术背景下“耳朵眼”品牌的创新设计和推广方案。结果 针对“耳朵眼”品牌形象的不足进行设计升级,建立全新的品牌形象,通过标志设计、辅助图形、数字绘画、场景海报、物料包装等方式,展示出“耳朵眼”品牌背后丰厚的历史文化内涵。借助新媒体技术在多媒体平台广泛传播的优势,尝试通过品牌跨界营销、社交媒体运用、打造线上平台、开设特色快闪门店等方式刺激线上与线下的双线营销,扩大品牌推广效力,为民俗文化品牌现代化发展提供新的发展模式。结论 验证“耳朵眼”品牌在新媒体技术下的创新设计和推广的可行性,有利于传统民俗文化品牌的传播,让百年技艺和工匠精神传承下去。

Research on Innovative Design and Promotion of "Ear-eye" Brand under New Media Technology

"Ear-eye" brand under the new media technology are conducive to promoting the inheritance and development of the "Ear-eye" brand and displaying the brand value of folk culture. Through the investigation of the development of the "Ear-eye" brand, the folk cultural advantages of the "Ear-eye" brand were analyzed, the shortcomings of the "Ear-eye" brand in the process of using new media technology were found out, and the innovative design and promotion plan of the "Ear-eye" brand under the new media technology were formulated. To design and upgrade the brand image of "Ear-eye", a brand new brand image was established, and the rich historical and cultural connotation behind the "Ear-eye" brand was presented through logo design, auxiliary graphics, digital painting, scene posters, and material packaging. With the advantage of the wide spread of new media technology on the multimedia platform, attempt was made to stimulate the online and offline marketing through brand cross-border marketing, application of social media, creation of online platforms, and establishment of characteristic pop-up shops, to expand the brand promotion effectiveness, and provide a new development model for the modern development of folk culture. To verify the feasibility of the innovative design and promotion of the "Ear-eye" brand under the new media technology is conducive to the spread of traditional folk culture brands, so that the century-old skills and craftsmanship spirit can be inherited.