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定位理论视角下乡村文创品牌塑造的方向和路径

Research on the orientation and method of Branding of Rural Culture Innovation from Perspective of Positioning Theory
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摘要 乡村振兴战略要求乡村文创产业必须向提质增效转型,品牌战略是推进转型的有效途径。塑造乡村文创品牌的核心是要重塑原乡文化,这是增强乡民文化自信和文化认同的关键环节。塑造乡村文创品牌的基点和要求是能够呈现独特的原乡文化价值,对内能够提升乡民归属感和凝聚力,对外可以提升知名度和影响力,在产业方面能够带动融合发展。乡村文创品牌能赢取客户的心智,首先是要凸显原乡文化基因,呈现出乡村文创品牌的价值核心,这是赢取客户心智的核心要素;其次是原乡文化基因的符号表达和品牌叙事,借助于现代化的媒介传播体系,充分向全球传播,扩大品牌的影响力,这是引起客户注意的必要手段;最后要形成以品牌为引领的乡村文创业态和产业体系,生产和提供丰富的业态体验、服务体验和产品消费,满足消费者多样化、多层次化的消费需求。 Rural revitalization strategy requires rural cultural and creative industry shift its focus to quality and efficiency improvement.Branding strategy is an effective way to make the shift.The core of building rural cultural and creative brands is to reshape native culture,which is a key link to boost villagers’cultural confidence and cultural identity.The basis and requirements of building rural cultural and creative brands are to present unique cultural values of local villages,enhance sense of belonging and cohesion of the community,and promote brand publicity and integrated development of the industry.To win over customers,firstly,rural cultural and creative brands should first highlight the cultural genes of local villages,present the core values of rural cultural and creative brands,which is the key to winning the hearts of customers.Secondly,the symbol expression and brand narration of local cultural gene is important.To attract customers’attention,it is necessary to make use of the communication system of modern media to popularize the brands and expand their influence worldwide.Finally,a brand-oriented rural cultural industry and relevant industrial system should be formed to produce and provide diverse forms of industry,rich service experience and product consumption,so as to meet consumers’diverse and multi-level consumption needs.
作者 秦宗财 QIN Zong-cai(College of Journalism and Media,Yangzhou University,Yangzhou,Jiangsu,225009)
出处 《深圳大学学报:人文社会科学版》 CSSCI 北大核心 2019年第5期52-58,共7页 Journal of Shenzhen University(Humanities & Social Sciences)
基金 江苏高校哲学社会科学研究重大项目“‘千年运河’国家文旅品牌形象建构与国际传播研究”(2019SJZDA052) 江苏省社科应用研究精品工程课题“大运河文化带江苏段示范区文旅品牌形象建构研究”(19SYC-103).
关键词 定位理论 乡村文创 品牌塑造 乡村振兴 原乡文化 positioning theory rural culture innovation branding rural revitalization native culture
作者简介 秦宗财,扬州大学新闻与传媒学院教授,博士生导师,主要从事文化传播学、文化创意产业研究。
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