秦始皇陵及兵马俑世界遗产的品牌延伸路径  

Brand extension routes of the First Qin Emperor and terracotta warriors as a world heritage

作　　者：梁学成[1] 邢晓玉[1] 余洁[1] 

机构地区：[1]西北大学经济管理学院,陕西西安710069

出　　处：《西北大学学报（哲学社会科学版）》2008年第5期38-42,共5页Journal of Northwest University：Philosophy and Social Sciences Edition

基　　金：国家社会科学研究基金项目(07CJY051);陕西省社会科学基金项目(06E021S)

摘　　要：针对近年来对世界遗产的品牌保护与开发不足,而出现一些企业或个人随意使用遗产品牌的现象,以西安市秦始皇陵及兵马俑的品牌使用状况为例,通过资料搜集及问卷调查等方法,实证分析结果显示,这一遗产品牌已被多家企业或个人以不同形式使用,还出现以商标和网络域名等方式进行抢注的现象。这些已严重影响了秦始皇陵及兵马俑世界遗产的品牌声誉和进一步发展的价值。通过对世界遗产品牌延伸开发进行研究,得出三种品牌延伸路径的结论。The world heritages in China have become well-known brands in local tourism industry. However, their names are also being abused in resent years by many corporations, or individuals resulting from obvious deficiencies in brand protection and development. Taking the usage of Mausoleum of the First Qin Emperor and Terracotta Warriots as an example, an empirical analysis was made by means of data collection and questionnaire investigation, and found that it has been used by several enterprises or individuals in various forms, including trade marks and domains names, which severely libels the reputation and will affect its further development. Based on this, the necessity of world heritages brand extension was proposed and the three routes of the world heritages brand extension were given.

关 键 词：秦始皇陵 兵马俑 世界遗产 旅游 品牌延伸 

分 类 号：F590.8[经济管理—旅游管理]