网红城市品牌塑造的经验与启示——以“尔滨”火爆出圈为例  

Experience and Inspiration on Brand Building of Internet Celebrity Cities--Taking"Erbin"as an Example of Its Explosive Rise to Fame

作　　者：宋倩倩 Song Qianqian(School of Economics and Management,Shanxi Institute of Science and Technology,Jincheng Shanxi 048011)

机构地区：[1]山西科技学院经济管理学院,山西晋城048011

出　　处：《对外经贸》2024年第6期104-107,共4页FOREIGN ECONOMIC RELATIONS & TRADE

基　　金：2022年山西科技学院科研专项基金项目“源头厂家对接电商市场的三方演化博弈研究”(项目编号:XKY043)。

摘　　要：近年来,因特色美食美景、生活方式、文化传统而出圈的网红城市不胜枚举,引发全民关注。成功的城市品牌塑造是提高城市知名度美誉度的重要手段、提升城市竞争力的必然路径、助推城市转型升级的重点抓手,更是提高人民生活水平的坚实保障。研究以“尔滨”火爆出圈为例,深度分析哈尔滨城市品牌塑造历程,发现其关键在于借力冰雪资源突出“亲和”文化特色、凭借真诚服务打造“尔滨”城市品牌、强化“多元”宣传引导、依靠顶层设计提升“游客”游玩体验。在此基础上提出建议:要立足自身提炼精神文化内核,明确定位塑造特色城市品牌,聚集合力丰富品牌宣传手段,统筹规划优化品牌发展环境,以期为其他网红城市品牌塑造提供参考借鉴。In recent years,there have been countless internet celebrity cities that have gained popularity due to their unique cuisine,beautiful scenery,lifestyle and cultural traditions,attracting widespread attention.Successful urban brand building is an important means to enhance the city's visibility and reputation,an inevitable path to enhance its competitiveness,a key lever to promote urban transformation and upgrading,and a solid guarantee for improving people's living standards.Taking"Erbin"as an example,this study deeply analyzes the process of Harbin's urban brand building,and finds that the key lies in leveraging ice and snow resources to highlight the"affinity"cultural characteristics,building the"Erbin"urban brand with sincere service,strengthening"diversity"promotion and guidance through grass planting videos,and improving the tourist gaming experience through toplevel design.On this basis,suggestions and inspirations are proposed to refine the spiritual and cultural core based on oneself,clarify the positioning and shaping of characteristic city brands,gather joint efforts to enrich brand promotion methods,coordinate planning and optimize the brand development environment,in order to provide reference for the shaping of other popular city brands.

关 键 词：网红城市 品牌塑造 经验启示 “尔滨”城市品牌 

分 类 号：F299.2[经济管理—国民经济]