菏泽市文化瑰宝：IP形象设计研究

Cultural Treasures of Heze City: Research on IP Image Design

摘要: 菏泽是一个有着悠久历史的城市，有着丰富的自然景观和人文资源，是中国著名的“牡丹之乡”、“水浒之乡”，同时也是全国最大的汉服生产地。如今菏泽市大力推广发展旅游行业，促进城市文化发展。但是对于目前的菏泽市来说，尚未有一个符合城市特色又具有年轻化的IP形象。本论文以菏泽市为研究对象，以牡丹和汉服为主题，设计出符合城市特点的IP形象，使人们能够更好地理解“牡丹之乡”的人文基因，感受到菏泽市特有的风土人情，感受到最大的汉服生产基地的魅力，从而为菏泽增添一份独特的气质与光彩。

Abstract: Heze is a city with a long history, rich in natural landscapes and cultural resources, is China’s famous “Peony Township”, “Water Margin Township”, and is also the country’s largest Hanfu production area. Nowadays, Heze City vigorously promotes the development of the tourism industry and promotes the development of urban culture. However, for the current Heze City, there is not yet a young IP image that conforms to the characteristics of the city. This paper takes Heze City as the research object, takes peony and Hanfu as the theme, and designs an IP image that conforms to the characteristics of the city, so that people can better understand the humanistic genes of the “Peony Township”, feel the unique customs of Heze City, and feel the charm of the largest Hanfu production base, so as to add a unique temperament and brilliance to Heze.