重庆旅游文创品牌用户社区视觉构建与产品设计研究

目的 立足重庆旅游消费市场现状,以“江舟子”文创品牌为例,植根重庆“川江号子”非物质文化,探索重庆地域文化在旅游文创品牌用户社区视觉构建与产品设计中的方法、路径和价值。方法 采用文献调研法、实地调研法、个案研究法等研究方法,综合分析重庆现有文创产品的巨大市场潜能,探索构建文创品牌用户社区视觉设计与产品创新的“一体化”设计架构。结论 总结出可供复制和推广的重庆旅游文创品牌用户社区视觉构建与产品设计策略,拓展重庆文创产业发展思路,进一步激发重庆旅游城市文创产品的消费活力。

Visual Construction and Product Design of Chongqing Tourism Cultural and Creative Brand User Community

This paper, based on the status-quo of the tourism market, taking the visual construction and product design of "Jiangzhouzi" culture-creative brand of user community as an example, rooting in the intangible cultural heritage of Chongqing''s "Chuanjiang Haozi", and taking the visual construction of the brand user community as the research perspective, aims to explore the method, access and value of Chongqing regional culture in the visual construction and product design of the tourism-culture brand of user community.The research methods, including literature study, field research, and case study method, are utilized to comprehensively analyze the substantial market potential of existing culture-creative products in Chongqing and to explore the "integrated" design architecture of visual design and product innovation for building a community of culture-creative brand users.The strategies of visual construction and product design of user communities of Chongqing tourism-cultural brand that can be transplanted and promoted are summarized; the pathways of developing Chongqing culture-creative industry are expanded, and the consumption vitality of culture-creative products of Chongqing is further stimulated.