北京帽儿胡同文脉探究与品牌形象优化设计策略  

Beijing Mao'er Hutong Context Research and Brand Image Optimization Design Strategy

作　　者：朱慧[1] 徐梦 孙珂欣 ZHU Hui;XU Meng;SUN Kexin(Beijing Technology and Business University,Beijing 100048,China)

机构地区：[1]北京工商大学,北京100048

出　　处：《鞋类工艺与设计》2023年第20期69-71,共3页SHOES TECHNOLOGY AND DESIGN

基　　金：北京工商大学2023年研究生科研能力提升计划项目资助《“城市意象”视域下北京胡同品牌形象的模型构建与策略研究》(项目编号:19008023027)。

摘　　要：本文基于凯文·林奇的城市意象理论,多角度纵向分析北京帽儿胡同的历史脉络与风俗文化,归纳总结其文脉内涵。并在此基础上,以提升胡同品牌形象设计为目的,探究如何将城市意象理论的实证经验与保护和传承帽儿胡同的文脉进行有机结合。并提出相应的胡同品牌形象设计优化策略,进而提出对未来北京城市历史文化保护和传承的思考。Based on kevin lynch's theory of city image,this paper analyzes the historical context and custom culture of Mao'er Hutong in Beijing from multiple angles,and summarizes its context and connotation.On this basis,in order to improve the brand image design of Hutong,explore how to organically combine the empirical experience of urban image theory with the context of protecting and inheriting Mao'er Hutong.It also puts forward the corresponding optimization strategy of Hutong brand image design,and then puts forward the reflection on the future protection and inheritance of Beijing's urban history and culture.

关 键 词：帽儿胡同 城市意象 胡同文脉 品牌形象优化设计 

分 类 号：J524[艺术—艺术设计]