基于三化模型的“蓝田泥塑”品牌核心价值的提炼与传播

Refinement and Dissemination of the Core Brand Value of Lantian Clay Sculpture on the Basis of the "Three-ization" Model

浚县"蓝田泥塑"品牌的塑造可采用三化模型,即"品牌用途化→品牌产品化→品牌形象化"。可分三个阶段向消费者传递不同层次的信息诉求,分别是:首先,告诉消费者"蓝田泥塑"泥咕咕的特点、用途,这可以满足消费者最基本的心理需求;其次,告诉消费者"蓝田泥塑"泥咕咕的历史根基、文化底蕴和美好寓意;最后,告诉消费者,只有"蓝田泥塑"品牌的产品才拥有纯正文化血统和历史根基。最终使这一品牌成为消费者心中第一泥塑品牌。在中原经济区建设的大背景下,提炼河南省众多非物质文化遗产品牌的核心价值,走产业化、品牌化发展之路,这是使非物质文化遗产获得世人广泛关注的最佳途径。

It is of utter most importance to apply the ＂ three - ization＂ model ＂ brand utilization, brand commercialization and brand visualization＂ in building the Lantian into the Top One brand in the minds of consumers. Under the background of the construction of Central Plains Economic Area, it is wise to deeply explore the core brand value of our cultural resources, and it is the best way to win the world＇s attention to nonmaterial cultural heritage in a brand building way.