摘要
以福建莆田海事局为例，阐述妈祖文化与海事文化内涵的交集关系、主要内容和构建现状，分析“当代妈祖”海事文化品牌构建中存在的问题和不足。提出牢树品牌意识，注重品牌培育；导入文化CIS战略，推广展示品牌精髓；注重品牌创新发展，永葆品牌青春活力；加强管理提升品质，保持持续发展动力的构建策略。
Taking Putian Maritime Safety Administration as an example, this paper elaborates the intersection relations between Mazu culture and maritime culture, the construction of the main content and the status quo. It also makes an analysis of the problems and insufficiency existing in the construction of ＂contemporary mazu＂ maritime culture and proposes the following measures to improve the construction： to establish brand consciousness and pay attention to the brand cultivation; to import culture CIS strategy and promote the brand essence; to focus on brand innovation and development to keep energetic; to strengthen management quality and keep sustainable development.
出处
《浙江国际海运职业技术学院学报》
2014年第1期11-15,共5页
Journal of Zhejiang International Maritime College
基金
福建省中青年教师教育科研资助项目,项目编号:JA13282S
关键词
当代妈祖
海事文化
品牌构建
contemporary Mazu
maritime culture
brand construction
