“成都十二月市”城市消费品牌形象应用探索
Research on the Path of City Consuming Branding Image by Using “Chengdu Twelve Moon’s Market”

民俗文化是一座城市展现城市特点，城市形象的重要组成部分。快速发展的城市在经济水平提升的同时如何细分城市品牌形象的要求越来越高，消费人群的迭代对城市的品牌建设与形象打造提出了新的要求。本文旨在探索“成都十二月市”这一传统市场活动在城市消费品牌形象构建中的应用路径。通过对“十二月市”的历史文化脉络进行深入梳理，分析其独特魅力与现代消费市场的契合点，成都这一具有独特地理位置与历史文化资源的城市，如何利用民俗进一步建立自己的消费品牌城市形象，彰显城市魅力为本文主要研究方向。同时本文阐述了如何通过精心设计的视觉符号、宣传语和活动策划，打造具有成都特色的消费品牌形象，并通过多元化的传播渠道推广至更广泛的受众群体。
Folk culture is an important component of a city’s characteristics and image. As cities rapidly develop and their economic levels improve, the demands for refining urban brand images have become increasingly high. The iteration of consumer groups has posed new requirements for urban brand building and image creation. This article aims to explore the application path of the traditional market activity “Chengdu Twelve Moon’s Market” in the construction of urban consumer brand images. Through a thorough examination of the historical and cultural context of “December Market” and an analysis of its unique charm and its compatibility with modern consumer markets, this article focuses on how Chengdu, a city with unique geographical location and historical and cultural resources, can further establish its own consumer brand city image by leveraging folk culture and showcase its urban charm. Additionally, this article elaborates on how to create a consumer brand image with Chengdu’s unique characteristics through carefully designed visual symbols, slogans, and event planning, and promote it to a broader audience through diversified communication channels.