湖南特色小镇品牌建设策略研究  

Research on Brand Construction Strategy of Hunan Characteristic Town

作　　者：谢寒[1] 王佩之[2] 谢青伶[2] XIE Han;WANG Pei-zhi;XIE Qing-Ling(School of Orient Science&Technology,Hunan Agricultural University,Changsha,Hunan,410128;School ofLandscape Architecture and Art Design,Hunan Agricultural University,Changsha,Hunan,410128)

机构地区：[1]湖南农业大学东方科技学院,湖南长沙410128 [2]湖南农业大学风景园林与艺术设计学院,湖南长沙410128

出　　处：《湖南包装》2022年第4期136-138,162,共4页

基　　金：湖南省社会科学成果评审委员会课题阶段性成果(XSP22YBC596)。

摘　　要：近几年,湖南特色小镇坚持以地方特色为核心、以产业为载体,实现了多元化发展,涌现了一批具有地域特色、人文环境、特色鲜明的小镇,然而在推进特色小镇建设的过程中,因忽视小镇品牌建设,出现了小镇定位不清晰、文化内涵缺失、同质化无特色等问题。文章通过对湖南特色小镇品牌建设目前所存在的问题进行分析,从小镇发展的可持续性、个性鲜明性、产业联动发展协调性等方面出发,提出品牌在特色小镇建设中的有效策略,为推进湖南特色小镇品牌建设提供借鉴和帮助。In recent years,Hunan characteristic towns have adhered to taking local characteristics as the core and industry as the carrier,and achieved diversified development.A number of towns with regional characteristics,cultural environment and distinctive characteristics have emerged.However,in the process of promoting the construction of characteristic towns,due to the neglect of the brand construction of small towns,there have been problems such as unclear positioning of small towns,lack of cultural connotation,homogenization and no characteristics.Based on the analysis of the current problems in the brand construction of Hunan characteristic towns,this paper puts forward the effective strategies of brand in the construction of characteristic towns from the aspects of the sustainability,individuality and coordination of industrial linkage development of small towns,so as to provide reference and help for promoting the brand construction of Hunan characteristic towns.

关 键 词：湖南 特色小镇 品牌建设 地域特色 

分 类 号：F273.2[经济管理—企业管理]