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河北省有着丰富的非物质文化遗产旅游资源,而非物质文化遗产旅游产品化后产品的开发与品牌形象塑造却相对落后。本文以武强年画为例,针对河北非物质文化遗产旅游产品市场品牌塑造中存在的形象定位不明、品种单一、缺乏地方特色和时代特征等几个重要问题,从内在美与外在美两个方面着手,对河北武强年画进行品牌形象的塑造,并对品牌形象设计理念与方法进行了思考与阐述。
Hebei Province is rich in tourism resources of intangible cultural heritage, while the development of non-material cultural heritage tourism products and the development of brand image are relatively backward. This paper takes Wuqiang New Year Picture as an example, aiming at the important problems such as unclear image, single species, lack of local features and the characteristics of the times in the brand building of the tourism product market of Hebei Intangible Cultural Heritage. From two aspects of internal beauty and external beauty In the aspect, it makes the brand image creation of Wuqiang New Year pictures in Hebei Province, and makes some thoughts and elaborations on the brand image design concepts and methods.