消费体验视角下芜湖铁画品牌再设计策略研究  

Research on Brand Redesign Strategy of Wuhu Iron Painting from the Perspective of Consumption Experience

作　　者：陈东升 钱昀[1] Chen Dongsheng;Qian Yun(Academy of Fine Arts of Anhui Normal University,Wuhu 241002,China)

机构地区：[1]安徽师范大学美术学院,安徽芜湖241002

出　　处：《艺术与设计（理论版）》2022年第10期32-35,共4页Art and Design

基　　金：安徽省高校优秀青年人才支持计划(gxyq2018002)阶段性成果。

摘　　要：本文从消费体验关键理念切入并结合非遗品牌再设计来推动芜湖铁画品牌的创新发展。首先,从消费体验内涵展开分析铁画品牌再设计的可行性。其次,通过分析调研提出芜湖铁画品牌再设计的风格定位与设计原则。最后,总结归纳出消费体验视角下芜湖铁画品牌再设计具体措施策略,旨在为芜湖铁画传承创新提供新的思路。The paper taking the key concept of consumption experience as the breakthrough point and combines the brand redesign of intangible cultural heritage(ICH)in order to promote the innovative development of Wuhu iron painting brand.Firstly,this paper analyzes the feasibility of iron painting brand redesign from the connotation of consumption experience.Secondly,through analysis and research,the specific measures and strategies of Wuhu Iron painting brand redesign from the perspective of consumption experience are proposed.this paper aims to provide new ideas for the inheritance and innovation of Wuhu iron painting.

关 键 词：消费体验 芜湖铁画品牌 再设计 策略研究 

分 类 号：J0[艺术—艺术理论]