摘要
特色小镇品牌基因构成包括产业品牌基因、文化品牌基因、环境品牌基因、服务品牌基因,其中,每个高层次品牌基因下包含了很多次级因子。在当前特色小镇蓬勃发展但发展质量普遍不高的态势下,基于品牌基因理论,将乌镇视为一个具有遗传性基因的生命体,分析其产业、文化、环境、服务等品牌基因框架,对当前我国特色小镇高质量发展具有重要的理论和实践意义。乌镇文化品牌基因包含传统文化和现代文化双重因子,乌镇戏剧节的品牌建设盘活和链接了乌镇传统文化和现代文化资源,并汲取国际文化元素,构筑成一个传统与现代、国内与国际文化的交融平台,吸引各类人才、资金、技术涌入,依靠政府、企业、居民的三方主体联动作用,形成品牌优势,有力促进了乌镇经济、文化、社会高质量发展,乌镇文化品牌建设的主要特色和经验,对当前特色小镇品牌建设具有明显的启示借鉴作用。
The characteristic small town brand genetic composition includes industrial brand genes, cultural brand genes, environmental brand genes, and service brand genes. Among them, each high -level brand gene contains many secondary factors. Under the current situation that the characteristic towns are flourishing but the quality of development is generally not high, based on the brand gene theory, Wuzhen is regarded as a living organism with hereditary genes, and its genetic framework of industry, culture, environment and service is analyzed. it has important theoretical and practical significance for the current high quality development of China's characteristic towns. Wuzhen cultural brand genes contain the dual factors of traditional culture and modern culture. The brand construction of Wuzhen Drama Festival revitalizes and links Wuzhen traditional culture and modern cultural resources, and draws on international cultural elements to form a blend of tradition and modernity, domestic and international culture. The platform attracts all kinds of talents, funds and technology, and relies on the three -party main body of the government, enterprises and residents to form a brand advantage, which effectively promotes the high -quality development of Wuzhen's economy, culture and society. The main features of Wuzhen cultural brand construction and Experience has obvious implications for the current brand building of characteristic towns.
作者
江凌
Jiang Ling(School of Media and Communication,Shanghai Jiaotong University,Shanghai,200240,China)
出处
《贵州大学学报（社会科学版）》
2019年第5期83-92,共10页
Journal of Guizhou University(Social Sciences)
基金
2016年度上海交通大学人文社科领域文化专项课题暨上海市哲社规划系列课题“保护传承上海城市历史文脉问题研究”(2016XAH008)
关键词
品牌基因
文化品牌建设
特色小镇
高质量发展
brand gene
cultural brand building
characteristic town
high quality development
