摘要侗族是中国一个古老神秘的少数民族。主要分布在贵州、湖南、广西三省，面积 20 多 万平方公里,包括 9 个州、市和 40 个县、市、区。总人口约 290 多万。大多分布在云贵高 原的边缘地带，多为丘陵地貌, 河流纵横、山峦重叠、森林密布。侗族所分布的地区具有 丰富的自然资源和人文资源，并陆续在开发系列旅游景点，但作为“侗族”整体的旅游品 牌却没有很完善健全地成立起来，尚未形成一种强有力的视觉形象，侗族文化的核心价值 远滞后于它本身所具有的自然人文资源。导致侗族文化的影响力和感召力相比起壮族、苗 族，稍显薄弱和滞后。缺乏以“侗族文化”为中心的核心竞争力。所以本文试图结合设计 学、品牌学、旅游学等学科的相关理论，通过对侗族文化的分析整合和在设计语境的表达 下，将侗族寨落聚居地进行品牌形象设计，指出 VI 设计在旅游品牌发展的重要性。本文 分为四个章节，按照从理论到实践，从抽象到具体的顺序展开论证。80451

首先，引言阐述了课题的研究背景和源起且表明了此课题的研究价值，同时对国内外 针对少数民族旅游地的品牌形象设计做出的研究和实践进行了相对客观全面的分析和归 纳；并提出了课题的研究方法；其次，对侗寨的概况与调查研究，为设计调查部分。对于 侗族文化与侗族符号进行了分析；最后为理论在肇兴侗寨的实例应用，基于侗族文化，以 塑造“肇兴侗寨”品牌为例，提出旅游品牌的视觉形象设计思路

毕业论文关键词 侗族文化 视觉形象设计 肇兴侗寨 装饰图案

Title JIEDONG——Brand visual image design based on dong culture

Abstract Dong is bright and very ancient and mysterious Chinese culture of a minority。 Dong are mainly distributed in three provinces of guizhou, hunan, guangxi, an area of 20 square kilometers, including nine states, cities and 40 counties, cities and districts。 More than a total population of about 290。 At the edge of the yunnan-guizhou plateau, for the hilly topography, rivers and mountains overlap, forested。 Dong distribution by region has rich natural resources and human resources, and gradually in the development of series of tourist attractions。 But, as a "dong" overall tourism brand is not very perfect sound to set up and has not yet formed a powerful visual image, the core values of dong culture far lagging behind itself is the natural human resources。 Dong culture influence and charisma than zhuang, miao, slightly weak and lagging。 Lack of "dong culture" as the center of the core competitiveness。 So this paper tries to combine design, brand, tourism and other related disciplines theory, through the analysis of dong culture integration and under the design expression of the context, the dong village fell settlements for brand image design, VI design in the importance of tourism brand development are pointed out。 This article is pided into four chapters, from theory to practice, from abstract to concrete the order of arguments。

First of all, the introduction describes the research background and origin and shows the research value of the subject, at the same time at home and abroad for minority tourist destination brand image design to make the research and practice of relatively objective and comprehensive analysis and induction; And put forward the research methods; Secondly, overview of DongZhai and investigation and study, the investigation part。 For signals with dong dong culture are analyzed; Finally for the theory in ZhaoXing DongZhai instances of the application, based on dong culture, to shape "ZhaoXing DongZhai" brand, for example, puts forward some ideas of tourism brand visual image design, so as to promote ZhaoXing DongZhai tourism casting characterization, differentiation, such as the brand image。