论文总字数：12894字

摘 要

视觉微品创新设计是品牌设计的组成部分，鲜明的视觉微品创新设计成果使品牌整体形象更加深入人心。

充满人文气息的自然与文化生态，独特的地质风貌及悠久造就了南京市栖霞区最具影响力和知名度的观光旅游胜地—栖霞山，通过多年的发展与改造，栖霞山旅游景区的发展已见重大成果，但景区仍然存在着缺乏专业的设计规划、清晰的品牌定位、景区的特点产品研发的系列问题。

栖霞山目前主要通过秋季漫山遍野的枫叶盛景吸引一年一度的人潮获得景区效益，将景区资源和地理资源整合将栖霞山景区可持续性社会效益，将地域文化和创意产业融入到旅游品牌形象设计中，通过合理化科学化的形象策划、品牌策略、品牌管理促进栖霞山品牌的良性发展，推进栖霞山旅游景区进一步理性化、人性化、国际化发展。南京栖霞山视觉微品创新设计尝试将栖霞山打造成为生态旅游品牌试点，在守护、传承、现代、时尚、环保、智能、国际的基础上寻求创新与发展。

栖霞山枫叶盛景和栖霞佛教文化，足以让游客流连忘返。栖霞山视觉微品创新设计运用契合的色彩与主题，结合景点的特征和历史文化，加之创新和融合，设计出符合栖霞山气质的品牌形象设计，用现代人认识世界的思维方式去诠释栖霞山秋日枫叶盛景与古建筑之美，两者相呼应，突出栖霞山景点特色、文化特征、历史背景，增强栖霞山品牌整体形象的知名度，使之成为富高强美南京城市名片的一道亮丽的风景线。

关键词：栖霞山景区：品牌形象设计：持续性发展：枫叶

Abstract

The natural and cultural ecology full of humanity, unique geological features and long history have created Qixia Mountain, the most influential and well-known tourist attraction in Qixia District, Nanjing. Through years of development and transformation, the development of Qixia Mountain has been seen. Major achievements, but there are still many problems in the scenic area, such as lack of professional design planning, clear brand positioning, and product development with characteristics of the scenic area. At present, Qixia Mountain is mainly used to attract annual crowds through the autumnal maple leaf scenery to obtain income from the scenic area. Short-term income cannot be turned into long-term sustainable income from the scenic area. How to integrate scenic resources and geographical resources to make the sustainable income of Qixia Mountain Scenic Area Become a reality, include the development of the scenic spot in the national cultural tourism brand plan, how to integrate the brand DNA theory into the tourism brand image design, and how to promote the sound development of the Qixiashan brand and enhance the brand awareness and influence through image promotion and brand strategy It is a question that needs to be considered in the Qixia Mountain tourist attraction. This subject researches and attempts to build Qixia Mountain into an eco-tourism brand pilot, summarizes and analyzes the status quo of Qixia Mountain brand image design, based on brand DNA theory, and seeks innovation and development on the basis of protection and inheritance.

Qixia Mountain's maple leaf flourishes only appear in autumn. The maple forests all over the mountains and the ancient architectural culture of Qixia under the maple leaves in autumn are more intense, enough to make tourists linger. To promote Qixia Mountain and increase the popularity of Qixia Mountain, more observation and on-site experience are needed. Atmosphere, through the research of the current situation of Qixiashan brand image design, I found the matching colors and themes, combined with the characteristics and historical culture of the respective scenic spots, combined with innovation and integration, and created a brand image design that conforms to the temperament of Qixiashan, using modern aesthetics. Interpreting the beauty of Qixia Mountain's autumnal maple leaf scene and the integration of ancient buildings, by echoing the two, can the characteristics, cultural characteristics and historical background of Qixia Mountain be more prominent, to increase its popularity and better promote Qixia Mountain.

Keywords: Qixia Mountain Scenic Area: Brand Image Design: Sustainable Development: Maple Leaf

目录

绪论 1

0. 1研究目的和意义 1

0. 2研究内容和方法 1

0. 3课程关键问题及难点 2

第一章 栖霞山旅游业及品牌形象设计的概述 3

1. 1栖霞山旅游景区的发展概况 3

1.1.1栖霞区的发展概况 3

1.1.2栖霞山旅游景区概述 3

1. 2品牌形象设计的概述和应用分析 3

1.2.1品牌形象设计的概念及内涵 3

1.2.2品牌形象设计的设计原因 4

1.2.3品牌形象设计的意义及作用 4

第二章 地域文化的传承和创意产业发展下的栖霞山旅游品牌形象设计策略建构 5

2. 1地域文化与品牌形象设计 5

2.1.1地域性概述. 5

2.1.2创意文化的发展 5

2.1.3旅游品牌形象设计承载地域文化和创意文化产业 5

2.1.4旅游产品品牌化对地区创意产业发展的推动作用 6

第三章 栖霞山旅游品牌形象设计实践 7

3. 1栖霞山品牌形象设计的要素确立 7

3.1.1标志释义 7

3.1.2标准字体，标准字体 8

3.1.3辅助图形 9

3. 2栖霞山旅游品牌形象设计应用部分展示 9

3.2.1导视设计视觉呈现 10

3.2.2景区门票车票设计呈现 11

3.2.3文创产品创意呈现 12

结语 15

参考文献 16

致谢 17

。

剩余内容已隐藏，请支付后下载全文，论文总字数：12894字