"Yunnan Flower"’s Cultural And Creative Products Design And Application

Yunnan Province is the key in One belt,one road to opening up to Southeast Asia and South Asia.Yunnan Kunming is committed to becoming a leading international centre city based on the southwest,facing the whole country and radiating Southeast Asia.Yunnan Province has unique natural and cultural conditions to develop the flower industry.It has become one of the three emerging flower producing areas and the second largest fresh cut flower trading center in the world.Kunming Dounan Flower Trading Market is the largest fresh cut flower trading market in Asia,ranking first in China in terms of trading volume,cash volume,people flow and export volume for more than ten consecutive years."Yunnan Flower" is one of the eight key industries in Yunnan Province.It is of great significance for the construction of "green food brand" in Yunnan Province,building the world-class "three cards",rural revitalization,cultural inheritance and spreading the brand,increasing the added value of flower products and improving the overall image and popularity of "Yunnan Flower".The development basis and strategic positioning of flower industry in Yunnan Province urgently need regional and unique products to bring the recognition of high added value of the brand.Cultural and creative products are also an important part of its systematic innovation.However,according to the survey,there are some problems in Dounan Flower Market: The lack of "Yunnan Flower" cultural and creative products;The brand construction of "Yunnan Flower" falls behind and is divorced from cultural value;The lack of "Yunnan Flowers" cultural communication and backward channel media.In design,there is a lack of systematic and integrated design scheme for "Yunnan Flower" cultural and creative products.In content,the cultural and creative products of "Yunnan Flower" lack the derivation of category,cultural connotation,creativity and aesthetics.As an important carrier of design and communication,cultural and creative products need to be urgently included in the consideration of Dounan Flower Market.The research of this paper mainly takes the brand strategic goal and development planning of "the first in the world" of Dounan Flower Market as the design demand,excavates the cultural,economic and communication value derived from cultural and creative products from the perspective of Visual Communication major,and considers how to improve the cultural and creative industry image of Dounan Flower Market through cultural and creative products from the design content,methods and application strategies and explore how brand strategy can increase cultural added value and improve the popularity and influence.In addition to the introduction and conclusion,the paper is divided into five chapters to discuss "Yunnan Flower" and cultural and creative products from many aspects.The first chapter explores the cultural and historical value,industrial development status and advantages of "Yunnan Flower" in Yunnan,and understands the unique advantages and status of "Yunnan Flower";The second chapter mainly summarizes the basic situation,attribute characteristics,design elements and development status of cultural and creative products;The third chapter is the development status and existing problems of cultural and creative products in Dounan Flower Market,to understand the needs of the market to guide creative practice;The fourth chapter collects data through field market survey,analyzes consumers’ demand for cultural and creative products in Dounan flower market,and guides design practice;The fifth chapter clarifies the ideas and strategies of creative design,grasps the application channels and modern marketing communication channels,and opens up ideas for the carrier communication of cultural and creative products.The sixth chapter,based on the above purpose,grasps the needs of Dounan subject and audience object,and provides creative practice scheme and effect.To sum up,the author hopes to provide some suggestions and new ideas for "Yunnan Flower" in cultural and creative design and application.