品牌形象视角下商业街的地域文化赋能研究  

A Study on the Regional Cultural Empowerment of Commercial Street from the Perspective of Brand Image

作　　者：李理[1] 金燕娇 LI Li;JIN Yan-jiao(Anhui Xinhua University,Hefei Anhui 230088,China)

机构地区：[1]安徽新华学院,安徽合肥230088

出　　处：《吉林工程技术师范学院学报》2022年第9期87-89,共3页Journal of Jilin Engineering Normal University

基　　金：安徽省教育厅科学研究资助项目(SK2018A0656);安徽新华学院人文社科重点研究项目(2021rw004)。

摘　　要：品牌化是商业街持续健康发展的有效机制,品牌形象是品牌化的方向、目标和意义,而地域文化可以为商业街形成独特、有效、强有力的品牌形象提供来源和重要支持。在品牌形象视角下,地域文化赋能商业街主要体现在意义赋能、形象赋能和隐喻赋能三个方面,地域文化能够给予商业街独特的品牌价值主张,帮助商业街形成更加完善、丰富的品牌形象系统。Branding is an effective mechanism for the sustainable and healthy development of commercial streets. Brand image is the direction, goal and significance of branding, and regional culture can provide a source and important support for the formation of a unique, effective and powerful brand image of commercial streets. From the perspective of the brand image, the regional culture empowers the commercial street mainly in the three aspects of meaning empowerment, image empowerment and metaphorical empowerment. The regional culture can give the commercial street a unique brand value proposition and help the commercial streets to establish a more complete and rich brand image system.

关 键 词：品牌形象 商业街 地域文化 赋能 

分 类 号：G20[文化科学—传播学]