江南历史文化传承视域下的苏州园林城市形象与传播设计  

Jiangnan Historical and Cultural Heritage Perspective:Suzhou Garden City Image and Communication Design

作　　者：朱姝霖 朱永明 ZHU Shulin;ZHU Yongming(Suzhou University of Science and Technology,Suzhou,Jiangsu,215011;Institute of Visual Communication,Suzhou University of Science and Technology,Suzhou,Jiangsu,215011)

机构地区：[1]苏州科技大学,江苏苏州215011 [2]苏州科技大学视觉传播研究所,江苏苏州215011

出　　处：《湖南包装》2025年第2期109-113,共5页

基　　金：江苏省研究生实践创新计划项目(SJCX24_1854)。

摘　　要：立足历史文化传承与发展的城市形象设计视角,探索新媒体时代苏州如何坚持传统保护和现代发展并重的城市形象定位与传播策略,构建具有深厚江南历史文化内涵的前沿性“苏州园林城市”品牌。从城市形象构建的多元内涵与3种形态关系入手,通过对苏州园林城市历史、发展现状与问题的深度剖析,探寻现代城市形象建设中传统与现代的多重因素和对策,思考江南文化传承与城市现代化建设和谐共生之道,通过多元文化视角的现代重塑与拓展,试图延续江南历史文化传统,打造苏州一体两面的新江南“园林城市”品牌形象。为城市视觉形象设计与传播提供新思路、新方法。From the perspective of urban image design that integrates historical and cultural heritage with development,this paper explores how Suzhou,in the era of new media,adheres to the urban image positioning and communication strategies that balance traditional conservation and modern development,and constructs a cutting-edge“Suzhou Garden City”brand with profound historical and cultural connotations of Jiangnan.Starting with the diverse connotations and the relationship of the three forms in the construction of the city image,through an in-depth analysis of the history,current development,and issues of Suzhou Garden City,the paper seeks to explore the multiple factors and strategies of tradition and modernity in the construction of modern urban image.It contemplates the path of harmonious coexistence between the inheritance of Jiangnan culture and the construction of urban modernization.By modernizing and expanding the cultural perspectives,the paper attempts to continue the historical and cultural traditions of Jiangnan and create a new Jiangnan“Garden City”brand image with two aspects for Suzhou.This provides new ideas and methods for the design and communication of urban visual image.

关 键 词：江南历史文化 文化传承 苏州园林城市 品牌形象 传播设计 

分 类 号：TU986[建筑科学—城市规划与设计]