一、论坛时间地点

时间（Time）：2023-06-15 09:00-12:30

地点（Room）：会议厅4-1（Room 4-1）

二、论坛主题

工程到工程文创的跨越

A Leap from Engineering to Engineering Cultural Creativity

三、论坛组织

主办单位（Host）：

港珠澳大桥管理局

Hong Kong-Zhuhai-Macao Bridge Authority

支持单位（Supporter）：

中铁大桥局武汉桥梁传媒有限公司

China Railway Bridge Bureau Wuhan Bridge Media Co., LTD.

中国船舶集团有限公司第七二二研究所

The 722 Research Institute of China State Shipbuilding Corporation Limited

港珠澳大桥与城市发展研究会

The Hong Kong-Zhuhai-Macao Bridge and Urban Development Research Society

四、论坛主持人

韦东庆 港珠澳大桥管理局行政总监

Wei Dongqing, Executive Director of the Hong Kong-Zhuhai-Macao Bridge Authority

五、论坛议程

09:05

领导致辞

Leader's speech

主题演讲及分享

Undetermined

09:10

港珠澳大桥文化建设的创新实践与工程文创逻辑架构

Innovative Practices and Logical Framework of the Engineering Culture Creativity of the Hong Kong-Zhuhai-Macao Bridge

报告人：韦东庆 港珠澳大桥管理局行政总监

Reporter：Wei Dongqing, Executive Director of the Hong Kong-Zhuhai-Macao Bridge Authority

09:40

数字藏品与港珠澳大桥元宇宙的设计与开发

Design and Development of Digital Collections and the Metaverse of Hong Kong-Zhuhai-Macao Bridge

报告人：汤维 广州数金信息技术有限公司联合创始人

Reporter：Tang Wei, Co-founder of Guangzhou DigitalGold Information Technology Co., Ltd.

09:55

中国梦世界桥——乔公子的桥梁生活美学

China Dream World Bridge——The Aesthetics of Bridge Life by "Mr. Qiao"

报告人：舒智明 中铁大桥局集团有限公司党委宣传部（企业文化部）部长、桥梁建设报总编，武汉桥梁传媒公司执行董事、总经理

Reporter：Shu Zhiming, General Manager of Wuhan Bridge Media Co., Ltd. of China Railway Bridge Bureau

10:10

清华精品课教学助力港珠澳大桥品牌形象建设

Tsinghua quality course teaching helps the brand image construction of the Hong Kong-Zhuhai-Macao Bridge

报告人：黄维 清华大学教授、博导、清华大学深圳国际研究生院设计艺术研究所所长

Reporter：Huang Wei, Professor and Doctoral Supervisor of Tsinghua University, and Director of the Design Art Institute at Tsinghua Shenzhen International Graduate School

10:25

茶歇  Tea Break

10:35

圆桌访谈

Round Table Interview

【对话嘉宾】

韦东庆 港珠澳大桥管理局行政总监

沈伟 港珠澳大桥与城市发展研究会 会长

田志奇世界研学旅游组织亚太区首席运营官、Christoph Stahl 北京师范大学未来设计创新研究中心 特聘专家

Dialogue Guest：

Wei Dongqing, Executive Director of the Hong Kong-Zhuhai-Macao Bridge Authority

Shen Wei, President of the Hong Kong-Zhuhai-Macao Bridge and Urban Development Research Society

Tian Zhiqi, Chief Operating Officer of the World Research Tourism Organization Asia Pacific

Christoph Stahl, Special advisor of Future Design Center，Beijing Normal University

11:40

工程文创作品推介及港珠澳大桥IP形象发布

Promotion of Engineering Cultural Creations and Release of the IP Image of the Hong Kong-Zhuhai-Macao Bridge

12:20

文创授权企业授牌仪式

Licensing Ceremony for Cultural and Creative Authorized Enterprises

12:30

展区巡览

Exhibition Tour

六、专家介绍

港珠澳大桥管理局行政总监

Executive Director of the Hong Kong-Zhuhai-Macao Bridge Authority

【专家简介】韦东庆，清华大学创新领军工程博士，哈佛大学经济系访问研究员（Visiting fellow），加州大学伯克利分校东亚所访问学者 （Visiting scholar）；曾任广东省发展改革委产业研究所所长。现任港珠澳大桥管理局行政总监。全程参与港珠澳大桥主体工程建设，创造性提出“工程文创”的学科概念，并将工程文化融入到工程管理中，使港珠澳大桥成为具有国际影响力的一张国家“新名片”。

【Introduction】Wei Donging, Doctor in Innovation Engineering of Tsinghua University, Visiting Fellow of Economics Dept. Harvard University, Visiting scholar of UC, Berkeley. Director of the Industrial Research Institute of the Guangdong Provincial Development and Reform Commission. Currently serves as Executive Director of the Hong Kong-Zhuhai-Macao Bridge Authority.He was involved in the construction of the HZMB, creatively proposed the discipline concept of "HZMB Engineering Culture Creativity"(ECC) and integrated it into project management, making the HZMB a new national brand which has a wide international influence.

【报告题目】港珠澳大桥文化建设的创新实践与工程文创逻辑架构

【Report】Innovative Practices and Logical Framework of the Engineering Culture Creativity of the Hong Kong-Zhuhai-Macao Bridge

【报告精华】报告在系统总结提炼港珠澳大桥建设期和试营运期文化建设成果的基础上，首次提出了“工程文创”的概念，并从技术创新、人文内涵、市场开发、成果展示等四个维度，搭建了“工程文创”作为一门独立学科的基本逻辑框架，通过To B和To C两大逻辑链条探索“工程文创”的市场化商业模式，力求发挥重大工程除发挥物理使用功能之外的价值溢出效应和品牌功能。

【Report Summaries】On the basis of systematically summarising and refining the cultural construction achievements of the Hong Kong-Zhuhai-Macao Bridge (HZMB) during the construction and trial operation periods, the report proposes the concept of "Engineering Cultural Creativity" (ECC) for the first time, and sets up a basic logical framework for "Engineering Cultural Creativity" (ECC) as an independent discipline in four dimensions, including technological innovation, humanistic connotation, market development and display of achievements. The report explores the market-oriented business model of "Engineering Culture and Creativity" through two logical chains, namely To B and To C, and is dedicated to bringing into play the value spillover effect and brand function of major projects in addition to their physical use function.

广州数金信息技术有限公司联合创始人

Co-founder of Guangzhou DigitalGold Information Technology Co., Ltd.

【专家简介】汤维，广州数金信息技术有限公司联合创始人，中国广播电视社会组织联合会数字经济传媒委员会副会长。在互联网应用、网络游戏、IP产业运营领域有丰富经验和连续成功创业经验，在社交网络、物联网、无人零售领域拥有多项发明专利和实用新型专利。目前带领数金公司大力拓展元宇宙相关业务，公司在数字藏品、数字虚拟人、数字孪生、AR和VR业务、元宇宙虚拟空间等业务板块发展迅猛，有多个成功案例并得到业界好评。

【Introduction】Tang Wei is the Co-founder of Guangzhou DigitalGold Information Technology Co., Ltd. Vice President of Digital Economy Media Committee of China Federation of Radio and Television Associations. Rich experience and continuous successful entrepreneurial experience in Internet applications, online games and IP industry operations. In the field of social networks, Internet of things, unmanned retail has a number of invention patents and utility model patents. At present, he is leading the Company to vigorously expand the metaverse related business. The company has developed rapidly in digital collections, digital virtual human, digital twin, AR and VR , metaverse virtual space and other business segments. It has a number of successful cases and has been praised by the industry.

【报告题目】数字藏品与港珠澳大桥元宇宙的设计与开发

【Report】Design and Development of Digital Collections and the Metaverse of Hong Kong-Zhuhai-Macao Bridge

【报告精华】港珠澳大桥数字藏品（NFT）是国内乃至世界第一套以工程为题材的数字藏品，同时也是将3D模型和交响乐进行组合的首款NFT，续写了港珠澳大桥创下众多“第一”的新篇章，是大桥向“工程文创”迈出的重要一步。科技和艺术在此巧妙融合，每一个限量版的“哈希值”也预示着藏品的永恒性和纪念意义。

【Report Summaries】The Hong Kong-Zhuhai-Macao Bridge Digital Collection (NFT) is the first set of digital collections with engineering as the theme in China and even in the world. It is also the first NFT to combine 3D models and symphonic music, continuing a new chapter of many “firsts” for the Hong Kong-Zhuhai-Macao Bridge, and is an important step towards"Engineering Cultural Creativity". Technology and art merge here, and each limited edition 'hash' signifies the timelessness and memorability of the collection.

中铁大桥局集团有限公司党委宣传部（企业文化部）部长、桥梁建设报总编，武汉桥梁传媒公司执行董事、总经理

General Manager of Wuhan Bridge Media Co., Ltd. of China Railway Bridge Bureau

【专家简介】舒智明，中铁大桥局集团有限公司党委宣传部部长、桥梁建设报总编，武汉桥梁传媒公司执行董事、总经理。从事中铁大桥局集团企业宣传文化和品牌管理工作20余年，以“打造桥品牌、传播桥文化”为使命，在行业内率先探索建立企业品牌与企业文化“双战略”引领下发展繁荣桥梁文化产业的新模式。主持创建中国首家桥梁文创品牌“乔公子”，设计、建造、运营中国首家桥梁综合类博物馆，推动桥文化从“企业走向行业、从行业走进大众”。

【Introduction】Shu Zhiming, Director of the Publicity Department of China Railway Major Bridge Engineering Group Co., Ltd (MBEC), Chief Editor of Bridge Construction News, Executive Director and General Manager of Wuhan Bridge Media Co., Ltd. ,MBEC. He has been engaged in enterprise publicity culture and brand management of China Railway Bridge Bureau Group for more than 20 years. With the mission of ‘Creating the brand of bridge and spreading the culture of bridge’, he took a new model to develop and prosper the bridge culture industry under the guidance of the "dual strategy" of enterprise brand and culture in the industry. He has presided over the creation of Mr. Qiao, the first bridge cultural and creative brand in China, and participated in the design, construction and operation of the first bridge comprehensive museum in China, promoted bridge culture from enterprise to industry, then from industry to public.

【报告题目】中国梦世界桥——乔公子的桥梁生活美学

【Report】China Dream World Bridge——The Aesthetics of Bridge Life by "Mr. Qiao"

【报告精华】立足“文化创效、设计创意、产品创新”的文化市场观，深挖桥文化资源的经济价值，激发创意灵感，将桥梁精神融入到实物产品，自主创意研发桥梁主题文创产品700余款，培育了桥文化“IP”和“乔公子”文创品牌，成为中国首家以桥梁为主题的文创设计研发、生产制作中心，为数十家桥梁行业内外企业提供产品设计和生产制作数百种创意产品。

【Report Summaries】Based on the cultural market view of "cultural effect creation, design creativity, product innovation", the company digs deep into the economic value of bridge cultural resources, inspires creativity, integrates the spirit of bridges into physical products, independently develops a number of bridge-themed creative products, cultivates the "Mr. Qiao" brand, and becomes a bridge-themed creative design, research and development, production and production centre, providing product design and production of hundreds of creative products for dozens of enterprises inside and outside the bridge industry.

清华大学教授、博导、清华大学深圳国际研究生院设计艺术研究所所长

Professor and Doctoral Supervisor of Tsinghua University, and Director of the Design Art Institute at Tsinghua Shenzhen International Graduate School

【专家简介】黄维，清华大学教授、博导、清华大学深圳国际研究生院设计艺术研究所所长。兼任工信部品牌专家、中国工艺美术学会常务理事、深圳市设计与艺术联盟副主席。为百余家机构成功导入品牌文化战略和形象识别系统，创建了品牌形象战略和视觉符号设计两套理论体系。百余项设计作品获得国内外奖项，被授予60余项荣誉称号，撰写专著教材多部，发表论文100余篇，荣获教育部、北京市和清华大学教学成果奖等30余项。

【Introduction】Huang Wei is Professor and Doctoral Supervisor of Tsinghua University, and Director of the Design Art Institute at Tsinghua Shenzhen International Graduate School. He is also a brand expert of the Ministry of Industry and Information Technology, an executive director of the China National Arts and Crafts Society, and the vice chairman of Shenzhen Art & Design Alliance. He has successfully introduced Brand Culture Strategy and Image Recognition System for over 100 institutions, and created two sets of theoretical systems for Brand Image Strategy and Visual Symbol Design. His hundreds of design works has won awards at home and abroad, and he has been awarded more than 60 honorary titles, and published many monographs, textbooks, and over 100 papers. He also has won more than 30 teaching achievement awards from the Ministry of Education, Beijing Government and Tsinghua University.

【报告题目】清华精品课教学助力港珠澳大桥品牌形象建设

【Report】Tsinghua quality course teaching helps the brand image construction of the Hong Kong-Zhuhai-Macao Bridge

【报告精华】本报告基于“品牌形象战略（BIS）”理论体系和设计方法，围绕品牌文化核心价值诉求，从品牌形象设计、形象管理、形象传播和形象保护四大策略层面，阐述将品牌形象培育成品牌资产的设计规律与方法，并结合港珠澳大桥工程文化和创新实践，提出通过增强创新思维能力、提升跨界设计的专业整合能力、提高解决实际问题的应用能力，从而正确理解与认识品牌的内涵与外延，基本掌握品牌形象战略与设计的理论与实施方法。

【Report Summaries】This report is based on the "brand image strategy (BIS)" theory system and design method, around the brand culture core value appeal, from the brand image design, image management, image communication and image protection four strategy level, developed into the brand equity design rules and methods, and combined with the hong kong-Zhuhai-macao bridge engineering culture and innovation practice, by enhancing innovative thinking ability, improve the crossover design professional integration ability, improve the application ability to solve practical problems, so as to correctly understand and understand the connotation and extension of brand, basic grasp the theory and implementation method of brand image strategy and design.

港珠澳大桥与城市发展研究会 会长

Shen Wei,President of the Hong Kong-Zhuhai-Macao Bridge and Urban Development Research Society

【专家简介】沈伟，韩国东亚大学博士，现任港珠澳大桥与城市发展研究会会长，珠海市社会科学联合会常委，海道文化有限公司董事长。自 2010 年起，服务于港珠澳大桥文化建设工作，带领团队完成《港珠澳大桥风采录》《工地书记》《港珠澳大桥岛隧工程年鉴》《虎门二桥建设者》等作品。与此同时，致力于粤港澳大湾区的交通、旅游、房地产等行业的研究，发表多篇论文及专著。

【Introduction】Shen Wei, PhD from East Asia University of Korea, is currently president of Hong Kong-Zhuhai-Macao Bridge and Urban Development Society, member of the Standing Committee of Zhuhai Federation of Social Sciences, and chairman of Hidao Culture Co., Ltd. Since 2010, he has served in the cultural construction of the Hong Kong-Zhuhai-Macao Bridge, and led the team to complete such works as "The Talent Record of the Hong Kong-Zhuhai-Macao Bridge", "The Site Secretary", "The Hong Kong-Zhuhai-Macao Bridge Island Tunnel Project Yearbook", "The Builder of the Second Humen Bridge" and so on. At the same time, he is committed to the research of transportation, tourism, real estate and other industries in the Guangdong-Hong Kong-Macao Greater Bay Area, and has published many papers and monographs.

世界研学旅游组织亚太区首席运营官

Chief Operating Officer of the World Research Tourism Organization Asia Pacific

【专家简介】田志奇，香港理工大学硕士，四川大学博士，世界研学旅游组织亚太区首席运营官，中国旅游热线联盟智库中心营销专家。从事旅游营销15年，曾任携程网、同程旅游网相关项目负责人，切身践行文旅目的地品牌营销及项目业态策划多个案例，先后主持“苏州旅游局全年网络营销传播服务”“上海佘山国家旅游度假区网络营销传播”等多个项目。主要研究方向为数字营销、目的地品牌营销、研学旅行。

【Introduction】Tian Zhiqi, Master of Hong Kong Polytechnic University, PhD of Sichuan University, Chief Operating Officer of Asia Pacific of World Research Tourism Organization, marketing expert of China Tourism Hotline Alliance Think Tank Center. He has been engaged in tourism marketing for 15 years, and has been the project leader of Ctrip and Tongcheng Travel. He has personally practiced the brand marketing and project format planning, and has presided over many projects such as "Annual Online Marketing Tourism Service of Suzhou Tourism Bureau" and "Online Marketing Communication of Shanghai Sheshan National Tourism Resort". His main research interests are digital marketing, destination brand marketing, and research travel.

北京师范大学未来设计创新研究中心 特聘专家

Special advisor of Future Design Center，Beijing Normal University

【专家简介】Christoph Stahl，北京师范大学未来设计创新研究中心特聘专家，研究领域为视觉传达。Chris先生硕士毕业于德国卡塞尔艺术学院，博士毕业于中央美术学院，曾任中国文字设计与研究中心研究员。主持过多个公开讲座及参与过多个重要项目，如2014年 “杂志的创造、板式和编排”- VDW（德国住宅协会）、2014–2017年承担立鼎世集团在戛纳举办的ILTM（国际豪华旅游博览会）的展览视觉设计等。

【Introduction】Christoph Stahl, Special advisor of Future Design Center，Beijing Normal University , whose research field is visual communication. Mr.Chris graduated from The Kassel Academy of Art and the Central Academy of Fine Arts. He was once a researcher of the Chinese Character Design and Research Center. He has presided over a number of public lectures and participated in a number of important projects, such as "Magazine Creation, Plate and Arrangement" -VDW (German Housing Association), and undertook the exhibition visual design of ILTM (International Luxury Travel Expo) held by Lishi Group in Cannes in 2017.

主题论坛名称

01中国工程院智慧公路工程科技论坛

02中日院士论坛 Planetary Health and Innovations in Transportation Development – Perspectives of Carbon Emissions and Resource Circulation  

03“一带一路”国际交通研讨会 

04加快建设交通强国论坛

05第三届交通运输厅长论坛

06中国交通企业经营管理论坛

07交通高校校长论坛

08交通与能源融合发展论坛

09交通物流融合发展论坛

10第六届耐久性路面研究论坛

11第二届特种道面铺装国际论坛

12公路路面智慧管养技术论坛

13高性能功能型路面发展论坛

14道路工程新材料论坛

15道路工程可持续化发展论坛

16道路智能化管理与养护论坛

17绿色与安全道路交通学术论坛

18公路桥梁高效养护及安全耐久技术论坛

19第五届桥梁发展论坛

20第二届桥梁结构健康与安全论坛

21第二届桥梁美学论坛

22第一届桥梁智能与绿色建造论坛

23世界人行桥与景观桥创新发展论坛

24大跨度桥梁建设技术进展论坛

25桥梁疲劳断裂和长寿命设计与运维论坛 

26第二届水中悬浮隧道科技论坛 

27隧道智能建造技术论坛

28隧道与地下工程防灾减灾技术论坛

29WTC 隧道工程学部论坛

30国家公交都市创新发展高峰研讨会

31轨道-公交-慢行三网融合论坛

32数字交通探索与实践论坛——打造智慧交通生命体

33数字公路产业化发展论坛

34车路协同智慧交通国际论坛

35卫星技术赋能交通运输发展论坛

36智慧路网论坛

37交通基础设施工业化智能建造论坛

38第六届 BIM 技术在交通领域的推广应用论坛

39公路设施数字化建设与运维论坛（数字公路）

40公路设施数字化建设与运维论坛（运输装备）

41智能交通基建设施与安全管控技术论坛

42陆路交通基础设施低影响生态融合与智能化技术论坛 

43寒区交通基础设施智能化与安全保障技术论坛

44数字化施工与管理技术论坛

45智能驱动新型基础设施建养高品质发展论坛

46第五届高速公路出行服务论坛

47新一代航运系统论坛 

48国际运输与物流论坛

49北极航运论坛 

50港口群与智慧管理论坛

51第三届真空管道磁浮交通国际学术论坛

52高速铁路线路工程结构服役安全国际论坛 

53航空交通运输前沿技术论坛 

54智慧机场与可持续发展技术论坛

55交通交叉学科前沿论坛

56第三届交通与旅游融合发展论坛

57迈向零碳交通：科学前沿与实践探索论坛

58面向交通碳中和的科技创新与产业发展论坛

59低碳与低影响绿色交通技术论坛

60自主式交通系统前沿与实践论坛

61综合交通大数据应用与展望论坛 

62低碳交通与绿色发展前沿论坛

63交通基础设施投融资发展与风险防范论坛

64全国交通建设项目管理创新论坛

65第二届世界交通科技期刊论坛

66WTC2023 国际学生论坛

67港珠澳大桥工程文化与创意论坛 

68江城交通夜话：交通文化与政策论坛

69第六届青年科学家论坛

70交通运输碳达峰碳中和与可持续发展论坛

712023 年中国公路学会青年人才托举学术沙龙

72交通院校工作委员会换届会

73公路水下隧道设计规范宣贯会 

742023世界大学生桥梁设计大赛现场总决赛暨颁奖大会

75中国公路学会科技奖颁奖典礼

76腾讯之夜

77武汉理工之夜

78专题论坛

79墙报互动论坛

80特别兴趣会议

81交通科技博览会

82成果发布

2023世界交通运输大会（WTC2023）将于6月14日-17日在武汉举办，您可以通过以下任意一种方式进行注册参会：

＊登录大会官网www.wtc-conference.com，点击“我要参会”进行注册或登录；

＊扫描下方大会手机端二维码，点击“参会观展注册”进行注册或登录。

WTC2023｜手机端二维码