| Pingyao ancient City,located in the land of the Three Jin Dynasties,has a long history and profound cultural heritage.It is one of the four best-preserved ancient cities in China and the only ancient county in China to successfully apply for world Heritage.The author from the perspective of semiotics,refine the typical pingyao city cultural symbols,through professional brand image design of city,to follow the theory of city brand symbol transmission mechanism,the "jin jin rhyme,the most beautiful Gu Tao" urban business card of the pass to the nation and the world,set up city of shanxi pingyao unique brand image,to improve the ancient city of pingyao city comprehensive competitiveness,Especially the soft power of culture has been boldly explored and further enriched the theory and practice of urban brand image design and communication under the guidance of semiotic theory.This paper takes the urban brand image design of Pingyao city in Shanxi Province as the starting point,uses literature research method to sort out the research status of semiotics and urban brand image design and communication at home and abroad,and obtains the research experience and research framework.The theory,application and value embodiment of the two are expounded,and the relationship of motivation and design context are obtained.Secondly,the field investigation method and case analysis method are used to summarize the urban architectural culture,urban Jin merchant culture,urban folk culture and urban era culture of Shanxi Pingyao,and complete the urban brand image design practice of Shanxi Pingyao and display the practical results.Finally,the paper puts forward the traditional and innovative communication strategy of shanxi Pingyao city brand image design.It provides methods and ideas for shanxi Pingyao to build characteristic city brand image and distinctive city culture. |
