媒介经营管理视角下旅游类小程序的形象设计研究——以“云游敦煌”为例
Research on Image Design of Tourism Mini Programs from the Perspective of Media Management—A Case Study of “Cloud Tour Dunhuang”

“云游敦煌”是由敦煌研究院、人民日报新媒体、腾讯联合推出的，首个具有丰富的敦煌石窟艺术欣赏体验的微信、qq小程序。其借助智能化手段技术空间时间限制，实现了实体景观的数字化传播，本文将从媒介经营管理的视角来分析“云游敦煌”的发展之路，探究其经营管理的新模式，概括其形象设计的主要特点，探讨其在旅游行业中的应用前景和发展趋势，为其他旅游类小程序的形象设计提供可行思路。
“Cloud Tour Dunhuang” is jointly launched by the Dunhuang Academy, People’s Daily New Media and Tencent, the first WeChat and qq mini program with rich Dunhuang Grottoes art appreciation experience. With the help of intelligent means and technical space and time limitation, it realizes the digital transmission of physical landscape. This paper will analyze the development path of “Cloud Tour Dunhuang” from the perspective of media management, explore its new mode of operation and management, summarize the main characteristics of its image design, and discuss its application prospect and development trend in the tourism industry. It provides feasible ideas for the image design of other tourism mini programs.