摘要
阐述了对工艺美术类非物质文化遗产企业品牌塑造,认为应建立在对企业自身和消费群体调查研究的基础之上,明确品牌定位,实现特色品牌文化的创新;不断提高非物质文化遗产产品质量,将商业元素与文化元素进行有机融合,树立品牌优质形象,提高市场竞争力;与地方政府协作,开展营销宣传,拓宽海内外市场,实现文化传承基础之上的非物质文化遗产产业化复兴。
Through the discussions on the establishment of enterprise brand of artistic intangible cultural heritage,the paper deals with a clear brand positioning and the innovation of unique brand culture on the basis of the study of the enterprise and consumers and proposes to improve its quality with the combination of commercial and cultural elements,to elevate the brand image and competiveness,to work with the government to expand the market home and abroad,and to realize the intangible cultural heritage industrialization.
出处
《淮海工学院学报(人文社会科学版)》
2013年第4期88-90,共3页
Journal of Huaihai Institute of Technology(Humanities & Social Sciences Edition)
关键词
非物质文化遗产
品牌文化
创新包装
营销推广
intangible cultural heritage
brand culture
innovative packaging
marketing promotion