打造世界妈祖文化品牌的传播策略

Build the Communication Strategy of the World Mazu Culture Brand

妈祖文化作为中国文化的重要组成部分,从文化内涵、符号体系、影响性等方面都具备了品牌文化的要素。客观分析了妈祖文化品牌传播现状,认为妈祖文化品牌价值和影响力还没有得到扩张,主要是在传播CIS系统、传播范围、传播定位方面存在一定问题。为了让妈祖文化品牌走向世界,进一步增强妈祖文化品牌传播的效果,提出应该统一标识系统、积极开展公关活动、注重营造品牌关系、采取整合营销传播策略。

As an important part of Chinese culture,Mazu Culture possesses many essential factors of brand culture in aspects like cultural connotation,symbology and influence and so on.Analyzing the current situation of Mazu Culture brand dissemination objectively,we can observe that the value and influence of Mazu Culture brand have not expanded yet.The main problems exist in CIS system,transmission range and transmission orientation.In order to bring the Mazu Culture to the world and further strengthen the effect of Mazu Culture brand dissemination,we should unify the identifier system,carrying out public relations activities actively,lay emphasis on building brand relations and take the tactics of integrating marketing communications.