可及性视域下城市文化品牌传播的创新维度  

Innovative Dimensions of Urban Cultural Brand Communication from the Perspective of Accessibility

作　　者：徐延章[1] 李佳伟 Xu Yanzhang;Li Jiawei(Tianjin Normal University,Tianjin 300387,China)

机构地区：[1]天津师范大学美术与设计学院

出　　处：《上海城市管理》2024年第3期40-45,共6页Shanghai Urban Management

基　　金：2023年度天津市哲学社会科学规划重点项目“数智赋能视域下天津公共文化品质服务机制与路径研究”(项目编号:TJGL23-009)研究成果

摘　　要：城市文化发展是新时代社会建设的重要环节,文化软实力提升对构建社会主义新型城市具有重要意义。塑造城市文旅品牌、传播城市文化形象不仅是新时代满足人民高质量生活需求的重要内容,也是提升城市文化软实力的重要体现。基于可及性视域背景下,从聚焦特色内容、拓展传播渠道、提升情感体验和创新服务设计四个层面分析我国城市文化品牌传播策略,制定提高可知晓性、传播可接近性、促进可接受性和提升可适应性的具体方案,旨在创新城市文化服务思维,提高城市文化传播效果,为城市文化品牌形象的传播创新提供参考。The development of urban culture is an important part of social construction in the new era,and the enhancement of cultural soft power is of great significance for building a new socialist city.Shaping urban cultural and tourism brands and promoting urban cultural image is not only an important aspect of meeting the high-quality living demands of the people in the new era,but also an important manifestation of enhancing the soft power of urban culture.Starting from the perspective of accessibility,this article analyzes China's urban cultural brand communication strategies from four aspects:focusing on distinctive content,two-way subject promotion,enhancing emotional experience,and innovative service design.Specific plans are formulated to improve acquisition,accessibility,acceptability,and adaptability.It aims to innovate urban cultural service thinking,improve the effectiveness of urban cultural communication,and provide reference for the communication and innovation of urban cultural and tourism brand image.

关 键 词：可及性 城市文化 文化品牌 服务设计 品牌传播 

分 类 号：G127[文化科学]