文化创意视角下淄博黄河文化品牌塑造与传播  

Building and Spreading the Yellow River Cultural Brand in Zibo from the Perspective of Cultural Creativity

作　　者：季丽莉[1] Ji Lili(School of Literature and Journalism,Shandong University of Technology,Zibo,Shandong 255000)

机构地区：[1]山东理工大学文学与新闻传播学院,山东淄博255000

出　　处：《山东理工大学学报（社会科学版）》2023年第4期92-97,共6页Journal of Shandong University of Technology（Social Sciences Edition）

基　　金：山东省社会科学普及应用研究项目“淄博非遗故事读本”(2022-SKZC-15);山东理工大学来华留学教育研究项目“山东地方高校留学生黄河文化课程资源开发路径与策略”(4028/123008)。

摘　　要：新时代黄河文化大开发背景下品牌化建设是实现创新发展的必由之路。淄博市可以高青县为重点开发黄河文化资源,以形成独特的文化传播品牌,体现淄博黄河文化的区域特色。淄博黄河文化品牌的塑造主要依靠资源整合、IP化、受众参与、沉浸传播四方面的创意路径,从而实现淄博黄河文化可持续发展的新模式。Under the background of the development of the Yellow River culture in the new era,branding construction is the only way to achieve innovative development.Developing the Yellow River cultural resources in Zibo with a focus on Gaoqing can form a unique cultural brand and reflect the regional characteristics of the Yellow River culture in Zibo.The shaping of the Yellow River cultural brand in Zibo can be realized through four creative paths:resource integration,IPization,audience participation,and immersive dissemination so that a new model of sustainable development can be achieved.

关 键 词：淄博黄河文化 文化创意 文化传播 

分 类 号：G122[文化科学]