随着我国传统文化复兴战略的持续推进，地方文化在文创产业发展中的价值逐渐凸显。如何从地方文化资源中提取出具有高辨识度的文化基因，并以科学的方法转化为具有传播力和感染力的文化创意设计成果，成为当下设计研究的重要方向。传统的文创设计多依赖主观经验和文化感性判断，缺乏系统化的分析框架与优化方法，导致地方文化的表达存在浅层化、雷同化、符号化的倾向，难以实现文化的深层次传达与用户的情感共鸣。为此，本研究以“文化辨识度”为核心评价维度，提出以辨识度为导向的文化基因筛选与创意设计优化路径，构建从文化特征解析到文创产品落地的系统化设计方法论，旨在提升地方文化的可识别性、传播效率与设计转化价值。本文研究内容主要分为以下四个部分。

（1）首先界定了“地方文化”与“文化辨识度”的基本概念与核心要素，基于文化层次理论，将地方文化要素划分为物质、行为、精神与关系四层结构，并引入文化基因理论作为文化结构表达工具，明确显性与隐性文化基因的分类方式与转换策略。在此基础上，构建多维度地方文化基因图谱，为后续辨识度评价与设计转化提供系统性文化基础。

（2）论文提出基于用户感知与文化特征双向视角的“AHP-辨识度量化评价模型”。通过用户问卷调查与专家访谈等方式，归纳形成五维度辨识度评估体系，并运用层次分析法（AHP）对各维度权重进行量化，进一步结合辨识度评价指标形成综合权重模型，最终实现对地方文化基因的筛选排序。该模型有效解决了传统文化元素筛选中缺乏客观依据与用户导向的问题，为高识别度文化因子的选择提供了可操作的决策支持工具。

（3）在辨识度量化模型基础上，论文进一步提出以“辨识度驱动”的文化创意设计优化流程。从文创需求分析、文化素材匹配、设计原则构建到流程机制建构，形成以辨识度为核心逻辑的设计优化路径。具体内容包括：基于文化内涵与产品功能融合的设计策略、高辨识度文化语汇与设计语汇的匹配方法、文创设计优化原则及可视化表达路径，最终构建“需求—匹配—表达—优化”闭环式设计流程，为文化创意设计的系统开展提供清晰方法框架。

（4）为验证模型与流程的可行性与有效性，论文以陕西青铜器馆藏文物为实践载体，开展设计实证研究。通过文化基因提取与辨识度筛选，建立青铜器文化基因图谱，并发展出器型演绎与纹样转化两种主要设计策略，完成两款文创产品的系统开发。融合礼制文化与AR技术的互动日历《礼历·青铜纪年》，以及图案视觉延展类衍生产品系列《纹承·青铜新象》。通过用户反馈与文化识别度测试，验证了辨识度评价模型的适应性和优化流程的设计指导价值。

综上所述，本研究通过“辨识度评价—文化基因筛选—文创设计转化”的系统路径，构建了一套融合理论分析与实践验证的地方文化创意设计优化体系，不仅丰富了地方文化资源活化利用的研究维度，也为提升文创产品的文化表达质量与用户识别效率提供了方法支持与实践参考，具有较强的理论意义与应用价值。

With the continuous promotion of China's traditional cultural rejuvenation strategy, the value of local culture in the development of cultural and creative industries is gradually highlighted. How to extract cultural genes with high recognition from local cultural resources and transform them into cultural and creative design results with communication and appeal by scientific methods has become an important direction of current design research. The traditional cultural and creative design mostly relies on subjective experience and cultural perceptual judgment, and lacks a systematic analysis framework and optimization methods, leading to the shallow, identical and symbolic tendency of local cultural expression, which is difficult to achieve deep cultural communication and emotional resonance of users. For this reason, this study takes the "cultural recognition degree" as the core evaluation dimension, puts forward the cultural gene screening and creative design optimization path guided by the recognition degree, and constructs a systematic design methodology from cultural characteristics analysis to cultural and creative products landing, aiming to improve the recognition, communication efficiency and design transformation value of local culture. The content of this paper is mainly divided into the following four parts.

(1) Firstly, the basic concepts and core elements of "local culture" and "cultural recognition" are defined. Based on the theory of cultural hierarchy, the local cultural elements are divided into four structures: material, behavior, spirit and relationship. The cultural gene theory is introduced as a cultural structure expression tool to clarify the classification methods and conversion strategies of dominant and recessive cultural genes. On this basis, the multi-dimensional local cultural gene map is constructed to provide a systematic cultural basis for the subsequent recognition evaluation and design transformation.

(2) This paper proposes "AHP- recognition quantitative evaluation model" based on the two-way perspective of user perception and cultural characteristics. Through the user questionnaire survey and expert interviews, the five dimension recognition evaluation system was formed, and the AHP was used to quantify the weight of each dimension, and further combined with the recognition evaluation indicators to form a comprehensive weight model, so as to finally achieve the screening and ranking of local cultural factors. The model effectively solves the lack of objective basis and user orientation in the selection of traditional cultural elements, and provides an operational decision support tool for the selection of high recognition cultural factors.

(3) On the basis of the quantitative model of recognition, the paper further proposes the optimization process of cultural and creative design driven by recognition. From the analysis of cultural and creative needs, the matching of cultural materials, the construction of design principles to the construction of process mechanism, the design optimization path with the recognition as the core logic is formed. The specific contents include: design strategy based on the integration of cultural connotation and product function, matching method of high recognition cultural vocabulary and design vocabulary, optimization principle of cultural and creative design and visual expression path, and ultimately build a closed-loop design process of "demand matching expression optimization" to provide a clear method framework for the system development of cultural and creative design.

(4) In order to verify the feasibility and effectiveness of the model and process, the paper takes the cultural relics of Shaanxi bronze collection as the practice carrier to carry out the design empirical research. Through the extraction of cultural genes and the screening of recognition, the cultural gene map of bronze ware was established, and two main design strategies of device type deduction and pattern transformation were developed, and the system development of two cultural and creative products was completed. The interactive calendar "Li Li·bronze chronology" integrating ritual culture and AR technology, and the pattern visual extension derivative product series "Wen Cheng·bronze new image". Through the user feedback and cultural recognition test, the adaptability of the recognition evaluation model and the design guidance value of the optimization process are verified.

To sum up, through the system path of "recognition evaluation cultural gene screening cultural and creative design transformation", this study constructed a set of optimization system of local cultural creative design integrating theoretical analysis and practical verification, which not only enriched the research dimension of local cultural resources activation and utilization, but also provided method support and practical reference for improving the cultural expression quality and user recognition efficiency of cultural and creative products, with strong theoretical significance and application value.

[1]国务院办公厅.关于推进实施国家文化数字化战略的意见[EB/OL].中华人民共和国中央人民政府门户网站,[2022-05-22].https://www.gov.cn/zhengce/2022-05/22/content_5691759.htm.

[2]国务院办公厅.“十四五”文化发展规划[EB/OL].中华人民共和国中央人民政府门户网站,[2022-08-16].https://www.gov.cn/zhengce/2022-08/16/content_5705612.htm.

[3]习近平.关于《中共中央关于进一步全面深化改革、推进中国式现代化的决定》的说明[EB/OL].求是网,[2024-08-15].http://www.qstheory.cn/dukan/qs/2024-08/15/c_1130192011.htm

[4]中华人民共和国文化和旅游部.2024年文化和旅游发展统计公报[EB/OL].中华人民共和国文化和旅游部门户网站.[2024-08-30].https://zwgk.mct.gov.cn/zfxxgkml/tjxx/202408/t20240830_954981.html.

[5]刘洋,赵爽.运用潮流文化助推文创产品设计[J].设计,2021,34(05):8-11.

[6]祝昆皓,徐秀峰,齐瑞文.AI赋能地方文创产品设计路径研究——以江西地方文化为例[J].包装工程,2024,45(S1):191-197.

[7]WANG Z F,LI D,CHENG H J,et al.Multifaceted Influences of Urbanization on Sense of Place in the Rural-Urban Fringes of China: Growing, Dissolving, and Transitioning[J].Journal of Urban Planning and Development,2020,Vol.146(1): 04019026.

[8]李建伟,付盛凯.基于地方特色文化的城市书房阅读推广思考——以安阳市甲骨文书屋为例[J].出版广角,2023,(17):75-79.

[9]Lazarević, Eva Vaništa,Koružnjak,et al.Culture design-led regeneration as a tool used to regenerate deprived areas.Belgrade—The Savamala quarter;reflections on an unplanned cultural zone[J].Energy&Buildings,2016,Vol.115:3-10.

[10]FRANCESCA C.A Creative Approach for the Architectural Technology:Using the ExtrArtis Model to Regenerate the Built Environment[J].Sustainability,2023,Vol.15(9124):9124.

[11]DICKSON A,Philip FODAY Y T,IBRAHIM M F,et al.The Perceptions of Indigenous Language and Cultural Synergy in Ghana and Sierra Leone:A Cross-Cultural Study[J].E-Journal of Humanities,Arts and Social Sciences,2024,Vol.5(5):701-716.

[12]赵晓雪.以地域文化为源的综合设计研究——以青岛西海岸文创设计为例[D].青岛科技大学,2020.

[13]钟蕾,杨晴.基于层次分析的天津桥梁文创设计研究[J].包装工程,2023,44(10):347-353.

[14]肖磊.数字技术下巴蜀文化资源的文创设计转化研究[D].江南大学,2023.

[15]祝昆皓,徐秀峰,齐瑞文.AI赋能地方文创产品设计路径研究——以江西地方文化为例[J].包装工程,2024,45(201):191-197.

[16]贾美娟.晋中地区传统建筑纹样在现代文创设计中的应用研究[D].西安建筑科技大学,2021.

[17]张婷,卢国英.基于视觉基因提炼与传承的海派文创产品开发[J].包装工程,2023,44(8):352-357.

[18]丁雨婕.符号互动理论下的庆元食用菌文创设计研究与实践[D].中国美术学院,2021.

[19]PIDDUCK R J,SHAFFER M A,ZHANG Y,et al.Cultural intelligence:An identity lens on the influence of cross-cultural experience[J].Journal of International Management,2022,28(3):100928.

[20]WARD C,SZABÓ Á.Acculturation,cultural identity and well-being[J].Nature Reviews Psychology,2023,2(5):267-282.

[21]Y. Li, Q. Zhang.The analysis of aesthetic preferences for cultural and creative design trends under artificial intelligence[J]. IEEE Access, 2024,12:158799-158808.

[22]SONG H Q,CHEN P W,ZHANG S N,et al.The impact of the creative performance of agricultural heritage systems on tourists' cultural identity:A dual perspective of knowledge transfer and novelty perception[J].Frontiers in Psychology,2022,13:968820.

[23]汪颖,余姝姝.针对老年用户的手机应用程序界面图标辨识度研究[J].包装工程,2019,40(08):190-196.

[24]杨程,郑毅,姚硕,等.数智技术在文创设计中的应用研究综述[J].家具与室内装饰,2024,31(08):56-64.

[25]卢康,马宁方.电影中地域性城市形象建构路径探析——以“重庆”与“成都”在电影中不同辨识度现象为考察基础[J].电影文学,2024,(20):141-147.

[26]魏晞.赣南采茶戏文创产品设计[J].包装工程,2020,41(20):246-249+258.

[27]WANG W H,KIM J.Design in the Age of AI:Graphic Design of Cultural and Creative Products Based on Deep Learning[J].인문사회21,2022,13(1):99-109.

[28]WU Y X.Evolutionary design method for transforming ceramic cultural elements into cultural and creative products[J].Journal of Intelligent&Fuzzy Systems,2023,45(5):7297-7315.

[29]XU X Q,CHEN J X.Traditional cultural and creative product design methods combining digital art elements[J].Applied Mathematics and Nonlinear Sciences,2024,9(1).

[30]KONG Y.Cultural creative product design methods under the path of user empathy[J].Applied Mathematics and Nonlinear Sciences,2024,9(1).

[31]YE J,WU Y.A study on the decoding of regional cultural genes and the design of cultural and creative products[C]//Stephanidis C, Antona M, Ntoa S, Salvendy G,editors. HCI International 2023 Posters:25th International Conference on Human-Computer Interaction,HCII 2023,Proceedings.Communications in Computer and Information Science,1834:535-542.

[32]肖优,王洪亮.地方文化元素在旅游文创产品设计中的应用研究[J].包装工程,2020,41(20):228-233.

[33]顾润珂.澳门地方特色在手信包装上的应用研究[J].东南大学学报(哲学社会科学版),2023,25(S2):165-168.

[34]张琳,尹欢.注入山西符号的旅游纪念品设计[J].包装工程,2015,36(08):76-78.

[35]蒋思珩,樊亚明,郑文俊.国内景观基因理论及其应用研究进展[J].西部人居环境学刊,2021,36(01):84-91.

[36]肖磊,陈香,张苑哲.小型文创家电产品的数字化参互式设计方法研究[J].包装工程,2024,45(10):87-95.

[37]王超.面向儿童历史学习的数字智能化纪念馆文创产品设计方法研究[J].包装工程,2025,46(02):490-496.

[38]景楠,曹舟凡,丁晓宏.莫高窟壁画文创产品转喻设计方法研究[J].家具与室内装饰,2024,31(01):101-107.

[39]温欣.城市文旅热的地方性重构与文化阐释[J].旅游学刊,2025,40(01):75-86.

[40]窦鹏.国家文化数字化战略背景下地域文化专题资源库建设利用策略——以“大秦岭大文化资源库”为例[J/OL].图书馆,1-6[2025-04-11].

[41]黄进.试论地方文化资源保护的内涵、价值及路径[J].地方文化研究辑刊,2012(00):211-216

[42]陈雅.地方文化符号系统的建构与创新[J].青海社会科学,2008(03):18-21.

[43]王宏彬.地方文化资源开发与管理 [M].哈尔滨工程大学出版社:2016-06-01.

[44]Drake G.2003.This place gives me space:Place and creativity in the creative industries[J].Geoforum,(34):511-524.

[45]张艺馨.地方文化在城市广场设计中的表达和运用[D].西安建筑科技大学,2014.

[46]王康弘,耿侃.文化信息的空间扩散分析[J].人文地理,1998,13(3):50-54.

[47]杭敏,李唯嘉.区域特色文化产业发展研究[M].社会科学文献出版社:2019-02:08.

[48]刘开美.地域文化与地方学研究[M].学苑出版社:2015-10.

[49]何星亮.中国自然神与自然崇拜[M].上海:三联书店出版社,1992.

[50]LEONG B D, HAZEL C.Culture-Based Knowledge towards New Design Thinking and Practice—A Dialogue[J].Design Issues,2003,19(3):48-58.

[51]陈飞虎,祝兆强,李川.基于文化层次理论的维吾尔族日用品设计[J].包装工程,2018,39(6):192-196.

[52]吴紫钰.基于文化空间层次理论的嘉峪关文创产品造型研究[J].设计,2019,32(17):72-75.

[53]Dawkins R.The selfish gene(2nd edition)[J].Economic Journal,1989,110(466):781-804(24).

[54]肖晓文,王文朋,李妍,等.逆转录突变体及其应用:CN202210621426.3[P].CN116004564B[2024-04-15].

[55]柏贵喜,陈雷.共生·流动·聚合:文化基因视域下民族文化交融研究[J].理论月刊,2024(01):95-101.

[56]刘甜,林家阳.文化基因视域下文旅特色小镇品牌塑造实践研究[J].包装工程,2020,41(02):89-96.

[57]邱雁.基于DNA理论的羌绣文化基因提取与应用研究[D].西南科技大学,2020.

[58][荷]施舟人.中国文化基因库[M].北京:北京大学出版社,2002.

[59]臧勇.设计的文化基因与变异[D].江苏:苏州大学,2008.

[60]罗仕鉴,王瑶,钟方旭,等.创新设计转译文化基因的数字开发与传播策略研究[J].浙江大学学报:人文社会科学版,2023, 53(1):5-18.

[61]郭鸿.索绪尔符号学与皮尔斯符号学的比较[J].中国外语,2004(02):26-29.

[62]翁宜汐.地域性文创产品设计产业发展刍议——基于SWOT模型下的策略分析[J].南京艺术学院学报(美术与设计), 2018(4): 201-205.

[63]周培德.美术教学中的艺术直觉与视觉思维[J].上海师范大学学报(哲学社会科学版),1997,(03):130-131.

[64]高路路.陕西宝鸡文化基因图谱在城市雕塑中的应用研究[D].西安建筑科技大学,2023.

[65]王卓,程亚鹏.青铜器文化基因在现代文创衍生品设计中的转化[J].设计,2020,33(11):20-22.