长江文化区品牌个性的地域文化特征研究  

Research on Cultural Characteristics of the Brands in Yangtze River Cultural District

作　　者：程志宇[1] 

机构地区：[1]湖南第一师范学院

出　　处：《中华文化论坛》2014年第3期140-145,192,共6页Journal of Chinese Culture

基　　金：湖南省哲学社会科学基金课题(2010YBB075);湖南省普通高等学校科学研究项目(11C0275);2013年湖南省省情与决策咨询研究课题湘学研究专项

摘　　要：长江文化区的巴蜀文化、荆楚文化、吴越文化三个亚文化区的文化特质既具有长江文化基本特征,也有各自鲜明的个性。品牌个性的形成受其发源地地域文化的影响,具有突出的地域文化特征,个性突出的品牌可以成为地域文化性格的代表。通过品牌搜索的方法对长江文化区158个价值品牌的个性进行测量分析和案例分析,发现长江文化区品牌的个性与长江文化区的文化特质相适应,具有"仁智并济"的特征,三个亚文化区品牌个性分别具有"尚勇寡乐"、"多智欠雅"和"雅智少勇"的特征,不同省份的品牌个性又有其鲜明特征。因此,各地要把握先进文化发展方向,加强地域文化建设,提高地域文化的认同感,实现地域文化与品牌个性的共振,以提升长江文化区各地品牌竞争力。Bashu culture,Jingchu culture and Wuyue culture in the area of the Yangtze river,the three subculture culture has the characteristics of the culture of the Yangtze river,also have their distinct characteristics.The formation of the brand is influenced by its birthplace of regional culture,has the prominent regional culture characteristics,originating from different regions of the brand characteristics reflect the regional cultural differences,characteristics prominent brand can become the representative of the regional cultural personality.On the Yangtze river culture area by using the method of brand search 158 value brand characteristics measurement analysis and typical case analysis,found that the Yangtze river culture area brand personality and culture in the culture area of the Yangtze river,has the characteristics of 'since and economy',three subculture district brand characteristics respectively with characteristics like brave,bright and elegant,the brand characteristics of different provinces and has its distinctive features.Around to grasp the developing direction of advanced culture,therefore,to strengthen the construction of regional culture,improve the regional cultural identity,to realize the regional culture and brand characteristics of resonance,to enhance the brand competitiveness around the Yangtze river culture area.

关 键 词：品牌个性 长江文化 巴蜀文化 荆楚文化 吴越文化 

分 类 号：G127[文化科学]