“中国玉都”品牌文化建设初探  

Exploring the Brand Culture Construction of “China Jade Capital”

作　　者：李素平[1] 罗帆帆 LI Su-ping;LUO Fan-fan(Jieyang Vocational and Technical College,Jieyang 522000,Guangdong)

机构地区：[1]揭阳职业技术学院,广东揭阳522000

出　　处：《江苏商论》2024年第5期8-11,共4页Jiangsu Commercial Forum

基　　金：揭阳职业技术学院科研课题,项目编号为JYCKY06。

摘　　要：揭阳的玉文化产业历史悠久,在行业内有很高的知名度和美誉度,但随着国内外形势的变化,揭阳玉文化产业发展危机四伏,“中国玉都”“亚洲玉都”这些品牌优势没有发扬光大。为此,本文提出“中国玉都”品牌文化建设途径如下:一是夯实基础。政府要加强宏观引导,出台相关产业政策并抓好落实,做好服务,完善相关配套措施。二是要突破瓶颈。扩大玉石玉器公盘规模、壮大终端消费、培养专业人才、调整市场方向。三是要利用各种媒体、各种机会加强宣传。充分发挥揭阳“中国玉都”“亚洲玉都”的品牌效应,做大做强揭阳玉文化产业,打造揭阳玉文化产业的升级版。The jade culture industry in Jieyang has a long history and high popularity and reputation in the industry.However,with the changes in domestic and international situations,the development of Jieyang's jade culture industry is full of crises,and brand advantages such as“China Jade Capital”and“Asia Jade Capital”have not been fully developed.Therefore,this article proposes the following ways to build the brand culture of“China Jade Capital”:firstly,to solidify the foundation.The government should strengthen macro guidance,introduce relevant industrial policies and ensure their implementation,provide good services,and improve relevant supporting measures.The second is to break through bottlenecks.Expand the scale of the public market for jade,stone,and artifacts,expand terminal consumption,cultivate professional talents,and adjust market direction.The third is to utilize various media and opportunities to strengthen publicity.Fully leverage the brand effect of Jieyang as the“Jade Capital of China”and“Jade Capital of Asia”,expand and strengthen the Jieyang jade cultural industry,and create an upgraded version of the Jieyang jade cultural industry.

关 键 词：“中国玉都” 揭阳阳美村 玉品牌 

分 类 号：F427[经济管理—产业经济]