孤竹文化地域性品牌开发策略  

On the Guzhu Cultural Regional Brand Development Strategy

作　　者：韩国春[1] 秦学武[1] 王芳[1] 袁宏宾[1] 

机构地区：[1]河北科技师范学院文法学院,河北秦皇岛066004

出　　处：《河北科技师范学院学报（社会科学版）》2012年第3期57-61,66,共6页Journal of Hebei Normal University of Science & Technology(Social Sciences)

基　　金：2011年河北省社科基金项目"孤竹文化的标记及其品牌化策略"(HB11SH029)

摘　　要：作为本土文化,孤竹文化与长城文化、帝王文化、滨海休闲文化等兼容共生,是推动秦皇岛市乃至环渤海区域经济发展的重要文化资源。深入挖掘孤竹文化资源,注重孤竹文化的历史价值与现代价值阐释,做大做强孤竹文化品牌,有利于丰富秦皇岛市的文化内涵和表现形态,壮大区域文化旅游产业。在阐明孤竹文化的内涵及开发意义的基础上,从宣传品牌的打造、理论品牌的建立、开发品牌的策略、项目的设计和营销策略五方面重点阐释孤竹文化地域性品牌的开发策略。As the local culture, the Guzhu culture, the the Great Wall culture , the imperial culture and seaside leis ure culture are compatible and accrete ; it is important cultural resources to improve the economic development of Qin huangdao and even Bohai sea region. It will be beneficial to verify the content and style of Qinhuangdao culture by ex cavating the Guzhu culture resources, focusing on Guzhu cultural historical value and modern value, and further strengthening and expanding the Guzhu culture brand. It will also promote the regional cultural tourism industry. The article mainly explains the development strategy of the Guzhu regional culture based on demonstrating Guzhu cultural content from five aspects：the brand promotion, the brand theory, the brand development strategy, the brand market ing strategy and the project design.

关 键 词：地域文化 孤竹文化 品牌开发 策略 

分 类 号：G127.22[文化科学]