论特质文化与古镇文化旅游产品品牌建设  

Research on the Characteristic Culture and Construction of Ancient Town Cultural Tourism Product Brand

作　　者：饶世权[1] 鞠廷英[1] 

机构地区：[1]西南交通大学,四川成都610031

出　　处：《中国发展》2011年第1期33-38,共6页China Development

基　　金：成都市哲学社会科学规划2010年项目:川西古镇以文化特色打造品牌的研究--兼与国内著名古镇的比较

摘　　要：该文分析了商品的"客观品质"与消费者的"主观品质"之间的关系,认为对商品品质的认同最终会转化为对商业标记即品牌标识的认同,形成品牌效应,而商品品牌建设的基本进路是传播商品特色。因此,该文认为,古镇作为文化遗产也应当传播古镇文化旅游产品的特色文化,并提出古镇文化旅游产品以特质文化打造品牌的对策。The ＂objective quality＂ should be translated into ＂subjective quality＂ through the consumer awareness,converting the recognition of product quality to the recognition of business identity markers,or brand identity,which forms the brand effect.Regardless of the brand-building model,or consumer psychology,the basic method of merchandise brand construction is the spread of commodity characteristics.Therefore,as the cultural heritage,the ancient towns have been developed into a kind of cultural tourism product.So it is very necessary to fully utilize the characteristic culture to build the objective characteristics of the ancient town cultural tourism product and transform it into the subjective characteristics of consumers through every approach in order to form the commercial mark.

关 键 词：古镇文化旅游产品 特质文化 商业标记 

分 类 号：F590.3[经济管理—旅游管理]