摘要
品牌经济时代背景下,本文聚焦于挖掘传统文化资源,用以激活本土品牌的构建路径研究,将品牌战略与传统文化进行创造性转化并有机结合起来,提出了传统文化资源激活"品牌构建模式"的三大路径:文化精神提炼、文化灌注方法、文化形象成形。通过解析符合新时代要求的本土品牌构建路径,将传统文化精髓有效灌注于品牌的塑造之中,使品牌增添丰富内涵的活性基因,以此来提升传统文化创新并达成本土品牌的可持续发展。同时,将理论研究融入相关典型案例分析中,突出品牌当代性应用的特征,探讨了运用传统文化品牌构建的适用度,试图为打造优秀的本土品牌并赢得持久竞争力提供有效的途径。
In the context of the brand economy era,it is aims to study of traditional cultural resources to activate local brand construction models,creatively transform and organically combine brand strategy and traditional culture,propose a"brand construction model"for activating traditional cultural resources.This paths consists of three main steps:cultural spirit,cultural infusion and cultural incorporate.By analyzing the local brand construction path that meets the requirements of the new era,the essence of traditional culture is effectively poured into the brand building,so that the brand can add active genes with rich connotations,so as to enhance the traditional cultural innovation and achieve the sustainable development of local brands.At the same time,it integrates theoretical research into relevant typical case analysis,highlights the characteristics of brand contemporary applications,explores the applicability of using traditional cultural brand construction,tries to provide an effective way to build excellent local brands and win lasting competitiveness.
出处
《中国文化产业评论》
2021年第1期262-276,共15页
Commentary on Cultural Industry in China
关键词
传统文化资源
品牌构建路径
文化精神
文化灌注
文化成形
traditional culture resources
brand building path
cultural spirit
cultural infusion
cultural shaping
