基于新媒体动漫技术的灵芝资源开发与城市品牌联合推广  

Based on the New Media Animation Technology of Ganoderma Lucidum Resources Development and City Brand Joint Promotion

作　　者：井溶[1] Jing Rong(Tianjin University of Commerce Boustead College,Tianjin 300384,China)

机构地区：[1]天津商业大学宝德学院,天津300384

出　　处：《艺术与设计（理论版）》2021年第7期29-31,共3页Art and Design

基　　金：“基于海河文化价值的天津城市品牌新媒体动漫传播研究”阶段研究成果项目编号:E20021。

摘　　要：文章以天津海河文化为切入点,深入发掘能引起大众共鸣的灵芝文化资源,提炼有利于传播的灵芝图案符号,以新媒体动漫的表现形式传播灵芝文化。针对目前城市品牌传播存在的问题,尝试以讲好"灵芝文化故事"为基础,借助线上多媒体平台优化传播渠道。依靠微信、微博等平台建立反馈机制,根据大众意见及时调整传播对策。线下依靠灵芝动漫生态旅游基地建设,扩大传播主体数量,变直线传播为多元立体化传播模式。借助虚拟现实技术与动漫相结合的方式开展灵芝主题体验展,优化传播形式。将线下实景与虚拟现实场景结合全方位对灵芝资源进行动漫宣传与推广,是创新城市形象传播的重要途径。Objective:This paper takes Tianjin Haihe culture as the starting point to deeply explore the cultural resources of Ganoderma lucidum that can arouse the public’s resonance,extract the patterns and symbols of Ganoderma lucidum that are conducive to communication,and spread the culture of Ganoderma lucidum in the form of new media animation.Methods:Aiming at the existing problems of urban brand communication,this paper tries to optimize the communication channel with the help of online multimedia platform on the basis of telling"Ganoderma culture story".Rely on WeChat,weibo and other platforms to establish feedback mechanism,and timely adjust communication countermeasures according to public opinions.Offline rely on the construction of Glossy Ganoderma animation ecological tourism base,expand the number of communication subjects,linear communication into multi-dimensional communication mode.With the help of virtual reality technology and animation combined with the way to carry out ganoderma theme experience exhibition,optimize the form of communication.Conclusion:The cartoon publicity and promotion of Ganoderma lucidum resources in both offline and virtual reality scenes is an important way to innovate the communication of city image.

关 键 词：新媒体 动漫 城市品牌 联合推广 

分 类 号：G20[文化科学—传播学]