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The Zhenjiang section of the Grand Canal (ZGC) is an important part of the Grand Canal, which was listed on the World Heritage List in 2014. The purpose of this study is to analyze the projected image of the ZGC constructed by destination marketing organizations (DMO) in the WeChat official account (WOA) by using the network content analysis method to condense the image features of the ZGC on the Internet and to provide support for the brand image construction of the ZGC from the supply side. The results show that: (1) DMO pay more attention to the shipping traffic and generate less publicity regarding the literature and art of the ZGC; (2) the cognitive images that are widely promoted are river course and water transport; the emotional images in high-frequency words are less involved but are positive as a whole; (3) the brand image of the ZGC has a strong nostalgic characteristic; (4) more attention should be paid to the heritage sites in the Song Dynasty and near the river course and river outlet.

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Traditional handicraft design, nowadays, is regarded as the inheritance of traditional design culture in modern times. However, due to the gaps between traditional design and modern design, the products of modern design are limited to the superficial cultural exhibition but lack practical cultural connotations. Regarding the gaps under the design context in China, we proposed a strategy of data-driven traditional design innovation. In this case study of ceramic footed cups from Yuan Dynasty, we elaborated the traditional craft graphic quantification method based on data analysis and identified the deep associations of design morphologic data of footed cups with the modern design knowledge and traditional cultures. Based on the study, we concluded that data are the key medium that integrates the gaps between traditional design and modern design. Finally, the models of data-driven traditional design innovation were summarized, and a design program based on data science was proposed.

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