数字文旅视角下北川羌绣品牌形象的创新设计与传播研究  

Research on Innovative Design and Communication of Beichuan Qiang Embroidery BrandImage from the Perspective of Digital Cultural Tourism

作　　者：庞智慧 吴茜 PANG Zhihui;WU Xi(Mianyang City College,Mianyang 622651,Sichuan,China)

机构地区：[1]绵阳城市学院,四川绵阳622651

出　　处：《玩具世界》2024年第9期147-149,共3页Toys World

基　　金：四川民族手工艺研究中心“数字文旅视角下北川羌绣品牌形象的创新设计与传播研究”(SMS23-30)。

摘　　要：随着信息技术的发展,数字化已成为推动文化旅游产业转型升级的重要力量。北川羌绣作为中国传统刺绣艺术的代表,其独特的文化价值与艺术魅力亟待通过现代手段得到广泛的传播。文章研究以北川羌绣为例,研究其在数字化背景下的品牌形象设计与传播策略。With the development of information technology,digitization has become an important force to promote the transformation and upgrading of cultural tourism industry.Beichuan Qiang embroidery,as a representative of Chinese traditional embroidery art,its unique cultural value and artistic charm need to be widely spread by modern means.Taking Beichuan Qiang embroidery as an example,this paper studies its brand image design and communication strategy under the digital background.

关 键 词：数字文旅 北川羌绣 品牌形象设计 品牌形象传播 

分 类 号：J524[艺术—艺术设计]