激发文化新动能,探索文商旅品牌发展新模式——以“故宫以东”品牌为例  

Exploring a New Model forthe Development of Cultural-Commercial-Tourism Brand Development——A Case Study of the"East of the Forbidden City"Brand

作　　者：史继文 朱芮 陈彬彬[1] SHI Jiwen;ZHU Rui;CHEN Binbin(The Party School of the Dongcheng District Committee of the Communist Party of China in Beijing,100010)

机构地区：[1]中共北京市东城区委党校,北京东城100010

出　　处：《北京城市学院学报》2025年第2期12-15,共4页Journal of Beijing City University

摘　　要：“故宫以东”品牌通过立体构筑文化消费场域、创新机制、深挖消费潜力等手段快速成长和发展。但在发展过程中,仍存在一些问题,例如缺乏深度文化旅游体验、定位高端、消费群体过窄且不稳定等。文章以北京市东城区文商旅品牌“故宫以东”为例,深度剖析品牌打造过程中形成的经验,挖掘潜在问题,并结合国内外先进文商旅品牌的经验做法提出对策建议。The brand has achieved rapid growth through multi-dimensional construction of cultural consumption ecosystems,institutional innovation,and strategic exploitation of consumption potential.However,persistent issues remain,including a lack of immersive cultural tourism experiences,overemphasis on high-end positioning,and an unstable,narrowly segmented consumer base.This study takes the"East of the Forbidden City"brand in Beijing's Dongcheng District as a case to systematically analyze its developmental strategies,identify underlying challenges,and propose actionable recommendations informed by global best practices in cultural-commercial-tourism branding.

关 键 词：文商旅融合 文商旅品牌 故宫以东 消费群体 

分 类 号：G124[文化科学]