Research On Ip Design Strategy And Communication Path Of Brand In Resource-based Cities

After entering the 21 st century,with the adjustment of social industrial structure and the blowout development of network information technology,as well as the strong support of national policies and the continuous innovation of high and new technology,more and more resource-based cities begin to actively seek the future direction of brand transformation and development.In today’s increasingly fierce urban competition,urban brand,as an aspect of urban competition,However,it is inevitable to encounter the problem of "one thousand cities".More and more cities and enterprises realize the necessity of brand IP.This thesis aims to study how to excavate urban characteristics and give play to local advantages,how to attract and retain more young groups to settle in and participate in,how to improve the emotional identity of local citizens and make them voluntarily and actively publicize the city brand,so as to achieve the purpose of creating unique,differentiated and sustainable city brand tonality for resource-based cities through the IP of city brand.Based on the research on the development history and current situation of resource-based cities,this topic takes Anshan as an example,divides and surveys the local audience groups in the period of urban development from the perspective of mineral resources and urban industrial development,constructs IPA data model through the overall urban environment score,and analyzes the advantages and disadvantages of the current urban brand development.Through audience cognitive feedback such as questionnaire survey and citizen interview,urban spiritual culture is extracted,characteristic design elements are refined,and public communication preference is proposed.Based on the resource elements represented by Angang,supplemented by the derived steel spiritual culture and unique urban symbols,the core audience in the brand community is taken as the perspective,through the brand IP four-dimensional model,combined with the interactive communication theory,This thesis considers the design strategy and communication path of urban brand IP applicable to Anshan,and aims to provide referable ideas and methods for brand IP strategy of more resource-based cities by taking advantage of the characteristics of high identification,high connection and high recognition of IP itself.Through the historical tracing,audience division and research analysis of Anshan city brand,the design elements of iron and steel spirit culture,a representative resource carrier,are refined and integrated,and certain research results have been obtained.Through in-depth research on Anshan city,brand and citizens,from the top design of systematic construction of Anshan city brand to diversification,ductility and divergence,interactive communication channels are proposed,and the final practical results are completed in three aspects: urban IP image design,urban derivative creative design and urban IP image communication and display.This thesis expounds the feasibility measures and rationalization thinking of Anshan city brand IP,in order to facilitate the development of Anshan city brand construction,enhance the soft power of city culture,increase the cultural confidence and emotional identity of citizens,and enhance the comprehensive competitiveness of the local city.