作为世界级非遗的云锦,如何在保护基础上进行活态化传承和创造性发展意义非凡,其文创产品品牌化设计的水平尤为关键。本文采用文化创意和品牌化设计的理论与方法,针对云锦文创产品的功能、结构、形状、色彩、材质与工艺等特点,着重探讨了云锦文创产品品牌所蕴含的云锦文化象征性、产品价值感知及其消费者购买意愿等创新要素的影响关系;研究发现了以技术感、艺术感和文化附加值三元融合创新策略为调节变量、品牌象征性和产品价值感知与消费者购买意愿为应变量的云锦文创产品品牌化设计三元融合创新策略模型,并实证了该模型对云锦文创产品品牌价值的增强效应;进一步从云锦文化价值元素融入、满足消费者多样化需求和提升云锦文创产品品牌辐射能力出发,形成了满足消费者需求的云锦文创产品品牌化设计三元融合创新策略实施步骤。研究结论丰富了非遗文创产品品牌化设计的相关理论,也为云锦文创品牌化发展提供借鉴。

As a typical representative of intangible cultural heritage in the world, Yunjin is of great significance in both carrying out living inheritance and keeping creative development on the basis of protection. The ternary integration innovation strategy of technical sense, artistic sense and cultural added value of cultural and creative products in branding design is particularly critical. It not only undertakes the mission of inheriting and widely spreading the culture of Yunjin, but also makes its cultural and creative products unique, thus maintaining its comprehensive competitiveness.

Firstly, this paper adopted the theory and method of cultural creativity and branding design, aiming at the features of cultural creative products in Yunjin such as function, structure, shape, color, material and technology. With digging the connotation of Yunjin cultural elements, this paper not only studied the innovation influencing factors (i.e. internal innovation factors) of Yunjin cultural and creative products, but also found out the external innovation influencing factors (i.e. external innovation factors) such as specific population structure related to consumption, specific time distribution, specific environmental composition and specific demand type related to their consumption. The strategy, appearance, structure and function of Yunjin cultural and creative products can be established only when these internal and external innovation factors are well correlated, the cultural elements of Yunjin are presented to consumers in a concrete form based on the big data for real consumption, and efforts should be made to materialize the cultural characteristics of Yunjin. Then this paper further explored the impact of innovative elements such as the symbolic nature of Yunjin culture, product value perception and consumers' willingness to purchase in the Yunjin cultural and creative products, developed a ternary integration innovation strategy model for branding design where the sense of technology, the sense of art and cultural added value are treated as the adjusting variables, and established the brand symbolism, product value perception and purchase willingness of consumers as the dependent variables. Moreover, the statistical tools of Spss and Mplus were used to prove that this model have an enhanced effect on the brand value of Yunjin cultural and creative products.

Secondly, based on the above systematic research on the innovation strategy of ternary integration model for branding design mixed with technical sense, artistic sense and cultural added value of Yunjin cultural and creative products, the following three main research conclusions were formed in this paper. (1) The ternary integration innovation strategy of technical sense, artistic sense and cultural added value of the branding design in Yunjin cultural and creative products has a major impact on the Yunjin cultural and creative products, which mainly involves internal innovation factors such as the process, materials, technology and modeling of Yunjin cultural and creative products, and external innovation factors that are subdivided to the characteristics of consumer groups such as age, gender and occupation, in order to complete the process of transforming the expression form of Yunjin cultural and creative products into their branding design. (2) The ternary integration model for technical sense, artistic sense and cultural added value of culture revealed that there are positive relationships among communication of branding design in the cultural value, brand symbolism and perceived value of Yunjin cultural and creative products. (3) The ternary integration innovation strategy of technical sense, artistic sense and cultural added value of the brand design of Yunjin cultural and creative products is effective for the brands of Yunjin cultural and creative products only when the cultural and artistic elements of Yunjin are completely integrated into consumption intention of consumers and consumers' individual consumption needs are considered from the beginning. Only in this way can the cultural value elements and the symbolism of Yunjin cultural and creative products be rooted in their creative design of cultural and creative products and the consumption intention of consumers.

Finally, this paper started from satisfying consumption needs of consumers and will put forward the implementation measures of the ternary integration innovation strategy on the branding design with the sense of technology, the sense of art and cultural added value, thus providing certain theoretical reference and practical guidance for the cultural and creative branding development of Yunjin products.