基于智能语义分析的乡村非遗品牌设计策略实践研究

目的 在浙江推动山海协作和助力山区26县高质量发展的背景下，依托智能创意设计理念，基于智能语义分析技术探索乡村非遗品牌的创新模式与设计策略。方法 通过文献研究结合实地调研梳理出地域性乡村非遗品牌构建的特点与不足;依托智能创意设计为理论基础，为乡村非遗品牌构建新的设计模式;针对国内文创产品的受众评价选取典型数据源，利用智能数字技术进行词频统计、情感倾向分析和LDA主题分析;以挖掘品牌文化、建立品牌形象、创新品牌活力为着力点，提出乡村非遗品牌形象创新设计策略。结论 基于机器学习、智能语义分析等信息技术的赋能，提出未来乡村建设背景下的非遗品牌形象创新设计策略，将智能设计、内容创意和文化价值相融合，为乡村非遗品牌设计打造新的模式，为乡村文化创意产业的发展探索新方向。

Practical Research on Rural Intangible Cultural Heritage Brand Design Strategy Based on Intelligent Semantic Analysis

In the context of Zhejiang Province′s promoting the collaboration between underdeveloped mountainous areas and developed coastal areas and boosting the high-quality development of 26 counties in mountainous areas, the work aims to explore the innovation model and design strategy of rural intangible cultural heritage brand based on the intelligent semantic analysis technology and relying on the concept of intelligent creative design. Firstly, the characteristics and shortcomings of the construction of regional rural intangible cultural heritage brand were sorted out through literature research combined with field studies. Secondly, relying on intelligent creative design as the theoretical basis, a new design model for rural intangible cultural heritage brands was built. Then, the typical data sources were selected for the audience evaluation of Chinese cultural and creative products, and the word frequency statistics, emotional tendency analysis and LDA theme analysis were conducted by intelligent digital technology. Focusing on excavating brand culture, establishing brand image and innovating brand vitality, the innovative design strategies for rural intangible cultural heritage brand image were proposed. Based on the empowerment of information technology such as machine learning and intelligent semantic analysis, the innovative design strategies of intangible cultural heritage brand image in the context of future rural construction are put forward and the intelligent design, content creativity and cultural value are integrated to create a new model for rural intangible cultural heritage brand design and explore a new direction for the development of rural cultural and creative industries.