文旅融合背景下的南岳衡山火文化IP形象设计策略研究  

Research on IP Image Design Strategy of Fire Culture in Hengshan Mountain of Southern Mountain under the Background of Cultural and Tourism Integration

作　　者：李洲 文卫民[1] 杜雅君 LI Zhou;WEN Wei-min;DU Ya-jun(Changsha University of technology,Changsha 410114,China)

机构地区：[1]长沙理工大学,湖南长沙410114

出　　处：《绿色包装》2024年第8期182-186,共5页Green Packaging

基　　金：湖南省大学生创新训练项目(文旅融合背景下的南岳IP形象及文创产品开发S202410536172)。

摘　　要：南岳衡山作为中国五岳之一,有着丰富的历史文化。本文旨在探讨在文旅融合的大背景下,如何通过设计和实施策略来塑造和推广南岳火文化的形象。文章首先分析了南岳火文化的来源及背景,随后提出了形象设计的策略,并探讨了实施这些策略的具体途径。旨在探讨南岳火文化的起源、发展及其在现代社会中的传承与应用,以期为南岳文化的深入研究和推广提供参考。As one of the five mountains in China,the southern mountain of Hengshan has a rich history and culture.This paper aims to explore how to design and implement strategies to shape and promote the image of fire culture in Nanyue under the background of the integration of culture and tourism.The article first analyzes the origin and background of fire culture in Nanyue,then puts forward the strategies of image design,and probes into the concrete ways of implementing these strategies.The aim is to discuss the origin,development,inheritance and application of Nanyue fire culture in modern society,in order to provide reference for the in-depth study and promotion of Nanyue culture.

关 键 词：文旅融合 南岳火文化 南岳衡山 IP形象 包装设计 

分 类 号：TB482[一般工业技术—包装工程]