聊城旅游品牌形象设计.docx

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题目：聊城旅游品牌形象设计

摘要近年来，城市品牌形象作为一座城市的主要宣传符号，逐渐受到了各国家和地区的重视，城市对于该城市品牌形象的传播，实际上传递着对该城市的地域文化、人文情怀，面貌等。此外，城市品牌形象作为城市的无形资产和财富，不仅可以提高城市知名度，增强城市的竞争力，还可以提高游客归属感，增强城市凝聚力，传播城市未来发展理念。

山东聊城地处鲁西平原，黄河和京杭大运河在此地交汇，同时具有国家级文物保护单位13处，享有“江北水城，运河古都”的美称，可谓是历史悠久，旅游资源丰富，但是聊城旅游业起步较晚，对资源的开发利用不够，导致旅游业发展缓慢。本次课题通过了解家乡城市建设的发展过程，将聊城地域文化及建筑特点通过视觉元素整合设计，明确聊城文化形象，打造出具有聊城独特个性的城市品牌形象，有利于传播和推广聊城文化，促进旅游业发展，使游客更直观地了解聊城景区的文化底蕴和历史发展，进而增强其知名度，吸引更多的游客，为聊城旅游产业的持续发展注入新的活力。

关键词：聊城；特色地域文化；城市品牌形象设计

ABSTRACT

Inrecentyears,thecitybrandimageasacitysmainpropagandasymbol,hasgraduallyreceivedtheattentionofvariouscountriesandregions.Thecityscommunicationofthecitybrandimage,infact,conveysthecitysregionalculture,humanisticfeelings,politicaloutlookandsoon.Inaddition,astheintangibleassetsandwealthofacity,citybrandimagecannotonlyimprovethecityspopularityandcompetitiveness,butalsoimprovethesenseofbelongingoftourists,enhancethecohesionofthecityandspreadtheconceptoffuturedevelopmentofthecity.

Liaocheng,ShandongProvince,islocatedinthewesternplainofShandongProvince,wheretheYellowRiverandtheBeijingHangzhouGrandCanalmeet.Atthesametime,ithas13nationalculturalrelicsprotectionunitsandenjoysthereputationofJiangbeiwatercity,ancientcapitalofthecanal.Ithasalonghistoryandrichtourismresources.However,thetourismindustryofLiaochengstartedlateandthedevelopmentandutilizationofresourcesarenotenough,whichleadstotheslowdevelopmentoftourism.Throughunderstandingthedevelopmentprocessoftheconstructionofthehometowncity,thisprojectintegratestheregionalcultureandarchitecturalcharacteristicsofLiaochengthroughthevisualelementstomakecleartheculturalimageofLiaochengandcreateacitybrandimagewithuniquepersonalityofLiaocheng,whichisconducivetothedisseminationandpromotionofLiaochengculture,promotethedevelopmentofto