Zigong Lantern Festival Folk Culture Brand Image Design and Application

บทคัดย่อ

     This research study is qualitative research. The researchers have three goals : 1) A study and analysis of the history, development and living conditions of the folk culture of the Zigong Lantern Festival. 2) Study and analysis on Zigong Lantern Festival and folk culture brand image design strategy. 3) Design to promote folk culture brand image Zigong Lantern Festival.
     The population and samples used in this study were divided into two groups : 1) the population used to study the information of Zigong Yuanxiao (Filled round balls made of glutinous rice-flour for Lantern Festival). 2) A group used for designing and analyzing data. The sampling technique used is purposeful sampling. The tools used in the study include surveys, interviews, observations, and questionnaire surveys. The statistics used are means () and standard deviation.
     As far as the research results are concerned, as a national intangible cultural heritage, the Zigong Lantern Festival has important brand status and value. But it faces problems such as relatively single form and weak brand image recognition ability. Therefore, researchers have deeply explored the unique cultural and historical background of the Zigong Lantern Festival, integrated effective elements of local tourism culture, and designed a folk cultural brand image with cultural connotations.
     An exploration of the application of Zigong Lantern Festival's folk culture image design in contemporary contexts. The researchers conducted the following work : 1) Research and analysis on the Zigong Lantern Festival, and innovatively designed based on its folk and regional cultural elements, such as dinosaurs, lanterns, crowns, etc. 2) Transform it into 5 cultural and creative products that meet market demand and target consumer groups (young tourists). through questionnaire survey to evaluate the satisfaction of the target group with the brand image design of Zigong Lantern Festival folk culture, it is found that: the first place is finished product 5 (key chain) (=4.89), the second place is finished product 4 (canvas bag) (= 4.85), the third place is finished product 1 (calendar) (=4.82), the fourth place is finished product 3 (refrigerator magnet) (=4.80), and the fifth place is finished product 2 (mirror decoration) (=4.78). Each project has different suggestions for improvement.