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Download Article (PDF) Advances in Social Science, Education and Humanities Research, volume 232 4th International Conference on Arts, Design and Contemporary Education (ICADCE 2018) Research on Cultural and Creative Product Design Based on the Wuhan City Image* Jingran Wang School of Art & Design Wuhan University of Science and Technology Wuhan, China Chunmeng Weng Li Zeng School of Art & Design School of Art & Design Wuhan University of Science and Technology Wuhan University of Science and Technology Wuhan, China Wuhan, China Abstract—This paper studies the design of cultural and characteristics, natural features and economic foundation, creative product for Wuhan city image, summarizes the together with the distinctive key content of residents' research status of city image, and combs the relationship behavior, cultural atmosphere, customs and customs, between cultural and creative product and city image. Cultural constitute a specific city image. The emergence of city image and creative product is the medium for communication of city is a complicated process and there is a wide discussion on its image. This paper explores the positioning of Wuhan city generation mechanism and process. In general, the three image and its connotation, analyzes the problems of existing cores of city image generation: the objective existence of the cultural and creative product in Wuhan, and carries out design city, the mass media and the subjective cognitive effect of practice with the theme of “water” and “design capital”. the public are generally recognized. 2 With the modern Keywords—city image; Wuhan city image; product design information media, the public's cognitive effect is a result of psychological choices and psychological reactions of the public inside and outside the city. I. INTRODUCTION Research on the city image can now be roughly divided With the rapid development of globalization and into three directions: design, marketing and communication. urbanization, the competition between cities is not only The first is the positioning, planning and design of the city limited to economic scale, talents, and market, etc., but also image. The positioning of the city image is a concentrated extends into many aspects such as culture, environment, and expression of the city's characteristics and connotations, such quality, etc. Therefore, establishing a good city image is as the conference-type city — Geneva, the cultural city — conducive to strengthening city competitiveness. In recent Rotterdam, and the gourmet city — Chengdu, etc.; planners years, Wuhan has developed rapidly and achieved gratifying and designers choose distinctive content to symbolize results. It has more demands for the shaping and through the exploration of material and non-material dissemination of its own city image. resources in the city to locate, plan and design the city image. The second is the marketing research of the city image. II. OVERVIEW OF RESEARCH ON CITY IMAGE Regional marketing refers to planning and design made to In the 1860s, the study of foreign city image theory was meet the needs of the regional target market. Successful regional marketing should satisfy residents, tourists and born. The study of city image with modern significance in 3 China began in the 1990s. The city image is a comprehensive investors' expectations of the region. The city image perception and evaluation of the various elements of the city marketing is similar to product marketing. According to the formed in the brain of the public inside and outside the city selected theme of actual research, we continuously through direct or indirect ways. 1 Generally speaking, the strengthen it while carrying out related activities, and spread basic elements such as historical culture, regional it through the media to form a distinct city image. The third is the study of the communication of city image. Jin Yuanpu *This article is the result of the 2017 Graduate Innovation and Entrepreneurship Fund of Wuhan University of Science and Technology (Project No.: JCX2017040) and the Humanities and Social Sciences 2 Research Project of Hubei Provincial Department of Education (Project Yang Xuming. Research on City Image: Path, Theory and Its No.: 17Q036). Trends [J].Journal of Southwest University for Nationalities (Humanities and Social Sciences), 2013(3). 1 [United States] Paul Knox, Steven Pinch, Chai Yanwei, Zhang 3 Guo Guoqing, Liu Yan. The Latest Development of Urban Jingqiu, etc. Introduction to Urban Social Geography [M]. The Commercial Marketing Theory Research and Its Enlightenment [J]. Contemporary Press, 2005. Economy & Management, 2006(2). Copyright © 2018, the Authors. Published by Atlantis Press. This is an open access article under the CC BY-NC license (http://creativecommons.org/licenses/by-nc/4.0/). 566 Advances in Social Science, Education and Humanities Research, volume 232 believes that ―the successful city image lies not only in the quickly and extensively, and the related urban cultural image design process, but more importantly in maintaining and has also been more strongly promoted than before. For continuously promoting‖. 4 Today, with the rapid example, the New York travel advertisement and the logo "I development of science and technology, various media have love New York" are widely printed in various places and emerged as an effective tool to shape and spread a good city develop into a part of American popular culture; the "I image. People obtain urban information through diversified know" tape introduced by the National Palace Museum in and fragmented methods to form corresponding perceptions Taipei enjoyed popularity for a time in China and has and contribute to the final cognitive results. The above become a must-buy for many tourists to Taipei. It has played research is used in practice and is constantly adjusted a significant role in spreading the city image of Taipei and dynamically and supplemented. the promotion of the National Palace Museum in Taipei. Nanjing has also developed the cultural and creative products Natural resources/historical humanities/economic basis based on regional culture, such as Qinhuai Gifts, Nanbo Objective cultural and creative product, and Lizhi cultural and creative reality product, etc., which has become an important part of the spread of city image, greatly expanded the cognitive range of the city image and promoted the value of city image. At the same time, the characteristic of the mass Desig Marketing n production of cultural and creative product determines that City its scope of influence is large population. Under the premise image of meeting specific functions, it can also influence and guide people's psychology, cognition, and behavior, etc., and play the role of activating the cultural life of citizens, enhance their cultural quality and artistic accomplishment. The Newspaper Competitiveness Television Mass Cognitive cultural literacy of the citizens is also one of the basic media effect improvement elements that constitute the city image. Good citizen literacy Network Attracting Product Talents can also enhance the city image and make the city give out a Attracting lasting charm. Communication Tourist IV. THE CONNOTATION OF THE POSITIONING OF WUHAN CITY IMAGE Fig. 1. Dimensions and research directions of city image (painted by the author). The historical, cultural and social characteristic of a city is the foundation and internal strength of urban development and together constitute the integrity of the city. Wuhan, III. CULTURAL AND CREATIVE PRODUCT AND CITY located at the intersection of the Yangtze River and Han IMAGE River, has rich natural landscapes, a long history, diverse Culture is the soul of a city, and its image is a business cultures and strong connotation. It is a city combines card that leads development. The rapid development of classical and modern atmosphere. cultural and creative industry is conducive to the realization In September 2014, Wuhan identified the slogan of of urban innovation drive and transformation and Wuhan city image of ―Wuhan, every day is different‖ and development. The combination of cultural and creative the logo of Wuhan city image with the main body of ―Han‖ industry and urban development will help to create a sense of seal character as in "Fig. 2". It represents the rapidly identity to regional culture, attract tourists and enhance developing and the ever-changing Wuhan, and contains the regional economy. A good city image is conducive to connotations of Jianghan Chaozong, Chu and Han culture, enhancing the city's competitiveness, and products play an and central city. In November 2017, Wuhan was officially important role in promoting the city image. selected by UNESCO as the fourth ―design capital‖ in China; People's perceptions and feelings about a city often start in 2018, the leaders of China and India walked along Wuhan with products, such as Paris luxury, Tsingtao beer, and East Lake... The design capital, and ―East Lake of the Wuhan duck neck. In recent years, cultural and creative World‖ became the new business card of Wuhan, which product has appeared in large numbers. It not only meets helps the positive spread of Wuhan city image. people's functional needs, but also has the function of satisfying people's spiritual needs. As one of the media of city image communication, cultural and creative product is characterized by easy dissemination, strong influence and easy resonance. With the rapid development of network technology, cultural and creative product has spread more 4 Jin Yuanpu.
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