基于云南甲马文化的本土品牌构建策略  

Local Brand Construction Strategy based on Yunnan Jiama Culture

作　　者：吴文兴 孔德波 WU Wenxing;KONG Debo(Yunnan Normal University,Kunming 650500,China)

机构地区：[1]云南师范大学,云南昆明650500

出　　处：《鞋类工艺与设计》2024年第9期151-153,共3页SHOES TECHNOLOGY AND DESIGN

摘　　要：甲马纸,也称为“纸马”或“甲马”,是一种中国传统的民间祭祀用品,由中原传入。在云南独特的地理环境、民族文化的融合下形成了具有云南地方民族特色的“云南甲马”。基于设计符号学的视角,对云南甲马文化的图案视角元素分析,挖掘其艺术文化价值与生命活力,地方文化的传播对于地方整体的发展具有重要意义,将云南甲马文化元素进行符号化处理,探寻云南本土品牌构建的新方向,以地域文化品牌的形式实现历史民族文化资源的活态传承。Horse paper,also known as“paper horse”or“horse”,is a kind of traditional Chinese folk sacrificial products introduced from the Central Plains into the unique geographical environment and ethnic culture of Yunnan under the integration of Yunnan local ethnic characteristics.Based on the perspective of design semiotics,the design of Yunnan horse culture perspective element analysis,mining its artistic and cultural value and vitality,the spread of local culture is of great significance for the development of the whole,the Yunnan horse culture elements for symbolic processing,explore the new direction of Yunnan local brand building,in the form of regional culture brand history national cultural resources living heritage.

关 键 词：甲马文化 本土品牌 地域文化 

分 类 号：J524.3[艺术—艺术设计]