摇滚之城:小众文化与城市品牌的进阶之路  

Rock City:Upgrading City Brands with Niche Culture

作　　者：陈李龙 Chen Lilong(School of Humanities and Arts,Ningbo University of Engineering,Ningbo 315211;School of Journalism,Fudan University,Shanghai 200433)

机构地区：[1]宁波工程学院人文与艺术学院,宁波315211 [2]复旦大学新闻学院,上海200433

出　　处：《西部学刊》2025年第4期65-69,共5页Journal of Western

摘　　要：城市营销赛道日益拥挤,汉服、科幻、剧本杀、摇滚乐等小众文化开始受到追捧。作为“火车拉来的城市”的石家庄,缺乏历史底蕴,经济优势亦不明显,但以“摇滚之城”点亮城市IP,瞬间提升了城市在互联网中的可见性,为城市营销发现了新增长点。这是因为摇滚乐虽为小众文化却具有消费属性强的特点,而且在石家庄具有极为深厚的历史底蕴,媒介空间的打造也极为成功,塑造了难以替代的文化标识。石家庄“摇滚之路”的启示:(一)小众文化的受众人数虽小,但向心力强,拥有极高的社群黏性,亦可带来可观的流量和文旅收益;(二)小众文化具有独特性,以小众文化塑造城市品牌,能够在一定程度上避免城市品牌的同质化竞争;(三)城市品牌的提炼应建立在城市文化资源禀赋之上。As urban marketing becomes increasingly crowded,niche cultures such as Hanfu,science fiction,murder mystery games,and rock music are beginning to gain popularity.As a city that was“brought by trains”,Shijiazhuang lacks historical heritage and prominent economic advantages.However,by positioning itself as a“Rock City”,it has successfully established a distinctive urban brand,instantly enhancing its visibility on the Internet and discovering a new growth point for urban marketing.This is because rock music,despite being a niche culture,has strong consumption attributes,and it has an extremely profound historical foundation in Shijiazhuang.The creation of media space has also been very successful,shaping an irreplaceable cultural mark.The insights from Shijiazhuang’s“Rock Road”:(1)Although niche cultures have a small number of followers,they have strong centripetal force and high community stickiness,which can also bring considerable traffic and tourism revenue;(2)Niche cultures being unique,shaping urban brands with niche cultures can to some extent avoid the homogenization competition of urban brands;(3)The extraction of urban brands should be based on the endowment of urban cultural resources.

关 键 词：小众文化 城市形象 城市品牌 摇滚乐 石家庄 

分 类 号：G127[文化科学]