摘要
地方特产外宣离不开地域文化的依托,地域文化是地方特色产品创生的根源,也是地方特色产品固有的符号标识和内容元素,充分融合地域文化意象进行特产外宣能有效提高产品地位和品牌价值。本文以地域文化的产业开发为立足点,以区域特色产业经济的发展为研究视角,对地方特产外宣与地域文化结合的机制进行研究,论述了特色产品的文化品牌价值对区域发展的带动机制,以及特产外宣的基本原则和主要策略。
International publicity of local specialty can’t be detached from fostering by the regional culture.Regional culture is the origin of local characteristic products,which is also the inherent symbol identifi cation and content elements of local characteristic products.To fully integrate regional cultural images to promote specialty products can eff ectively improve product status and brand value.Taking the industrial development of regional culture as its foothold,from the perspective of regional characteristic industrial economy development,this paper studies the mechanism of the combination of local specialty publicity and regional culture,discusses the driving mechanism of the cultural brand value of featured products on regional development,and the basic principles and main strategies of specialty publicity.
作者
李秀琴
LI Xiuqin(Quzhou University Quzhou,Zhejiang 324000)
出处
《中国商论》
2022年第1期129-132,共4页
China Journal of Commerce
基金
2021年度浙江省社会科学界联合会研究课题:“依托地域文化推进特产外宣策略研究——以衢州特产外宣为例”(2021N108)成果。
关键词
地方特产
外宣
地域文化
品牌价值打造
区域经济
local specialty
publicity
regional culture
brand value building
regional economy
