山水视觉符号在电子商务中的美学转换与探究

Aesthetic Transformation and Exploration of Landscape Visual Symbols in Electronic Commerce

摘要: 在全球化、数字经济背景下，怎样去把传统文化资源转变为具备市场竞争力的品牌资产，这是一个相当重要的课题。此论文着重关注山水画这个核心文化符号，并且把它同电子商务这个前沿商业领域相互结合起来，给国产品牌的视觉传达、文化帮助策略给出了具体且能够操作的思路还有案例，对于设计实践有着比较强的指导意义。

Abstract: Under the background of globalization and digital economy, how to transform traditional cultural resources into brand equity with market competitiveness is a very important issue. This paper focuses on landscape painting, which is the core cultural symbol, and combines it with the frontier commercial field of e-commerce, giving specific and operable ideas and cases for the visual communication and cultural help strategies of domestic brands. It has a strong guiding significance for design practice.