自媒体时代江南文化品牌形象塑造及发展策略  

Brand Image Building and Development Strategy of Jiangnan Culture in the We Media Era

作　　者：刘菲菲[1] 陆天奕[2] 顾奕佳 LIU Fei-fei;LU Tian-yi;GU Yi-jia(Changzhou College of Information Technology,Changzhou,Jiangsu,213164)

机构地区：[1]常州信息职业技术学院数字创意学院,江苏常州213164 [2]常州信息职业技术学院,江苏常州213164

出　　处：《湖南包装》2022年第5期16-20,共5页

基　　金：江苏高校哲学社会科学研究一般项目结题成果2(020SJA1271)。

摘　　要：即时通信平台迅速发展,自媒体时代蓬勃而起,江南文化品牌的发展面临新的机遇与挑战。从江南地区的概念界定、主要传统文化要素梳理及江南文化品牌的概念价值作为切入点,剖析江南文化品牌建设面临的问题与不足。通过分析相关设计案例明确江南文化品牌形象塑造路径和运用自媒体平台构建江南文化品牌的具体措施,对江南文化品牌形象塑造及发展策略等涉及品牌建设的范式提出指导性意见:重视社交媒体平台的作用,以品牌形象设计和管理为抓手、利用品牌互动营销、短视频传播、影视软广告植入及社交平台点赞和转发功能等多种方式,充分发挥江南文化的优势,为传播江南文化、提高江南文化品牌的整体美誉度和文化认同感提供经验总结和参考。With the rapid development of instant messaging platform and the vigorous rise of the We Media era,the development of Jiangnan cultural brands faces new opportunities and challenges.From the definition of the concept of Jiangnan region,the carding of the main traditional cultural elements and the concept value of Jiangnan cultural brand as the starting point,this paper analyzes the problems and shortcomings faced by the construction of Jiangnan cultural brand.Through the analysis of relevant design cases,identify the brand image building path of Jiangnan culture and specific measures to build Jiangnan culture brand by using the We Media platform,and put forward guiding opinions on the paradigms related to brand building such as the brand image building and development strategy of Jiangnan culture:attach importance to the role of social media platforms,focus on brand image design and management,use brand interactive marketing,short video communication Film and television soft advertising implantation and social platform endorsement and forwarding functions and other ways to give full play to the advantages of Jiangnan culture and provide experience summary and reference for spreading Jiangnan culture and improving the overall reputation and cultural identity of Jiangnan cultural brands.

关 键 词：自媒体 江南文化品牌 形象塑造 发展策略 

分 类 号：G206[文化科学—传播学] G127[艺术—艺术设计] J524