自贡扎染的品牌概念地图构建研究  

RESEARCH ON THE CONSTRUCTION OF TIE-DYED BRAND CONCEPT MAP IN ZIGONG

作　　者：徐彦霖 邢亚龙[1] Xu Yanlin;Xing Yalong

机构地区：[1]澳门城市大学创新设计学院,中国澳门999078

出　　处：《工业设计》2023年第1期116-118,共3页Industrial Design

摘　　要：研究以国家级非物质文化遗产自贡扎染作为研究对象,通过查阅与收集文献,以深度访谈结合半结构式访谈的方法向消费者进行用户行为调查,向20名受访者进行提问,并将他们提出的25个关于自贡扎染的联想词汇绘制成个人品牌概念地图,根据品牌概念地图整合的原则将所有词语出现频次和连接数进行中心词划分层级,从中提取核心品牌联想,分析自贡扎染在消费者心中的品牌感知,构建其品牌概念地图,将各个品牌联想分为3个层级,形成3个品牌聚落。通过文章的研究,以期为自贡扎染品牌策略的规划者提供参考方向,启发设计者根据人文习俗、历史特征、地域特色进行设计实践,进一步推动自贡扎染品牌的推广。The study took the national intangible cultural heritage Zigong tie-dye as the research object,consulting and collecting literature as advance preparation,indepth interviews combined with semi-structured interviews as methods,conducted user behavior surveys by asking questions to 20 respondents,draw 25 associative words about Zigong tie-dye into a personal brand concept map.Then divided the central word into several levels according to the principle of brand concept map and extracted core brand associations from them.Analyzing the brand perception of Zigong tie-dye in the minds of consumers,constructed its brand concept map,divided each brand association into 3 levels and formed 3 brand clusters with discussing related brand design strategies.The article intends to provide a reference direction for the planners of Zigong tie-dye brand strategy,inspires designers to carry out design practice according to humanistic customs,historical characteristics and regional characteristics,and further promotes the promotion of Zigong tie-dye brand.

关 键 词：自贡扎染 品牌概念地图 构建 非物质文化遗产 

分 类 号：J524[艺术—艺术设计]