浙江海洋节庆文化品牌形象的塑造与提升——基于中国开渔节和中国海洋文化节的比较分析

The Creation and Promotion of Brand Image of Marine Festival Culture in Zhejiang

节庆活动是一种特殊的文化形态和经济形式,对促进地方文化产业经济发展、推动传统文化的传承与创新、提升地区和城市的整体形象等起着举足轻重的作用。近些年来,浙江省各级政府部门打造了一批国内外有影响力和知名度的节庆文化活动,但也存在着节庆活动内容重复建设、运作模式单一、文化产品市场化程度不高等问题和不足。因此,借助企业形象识别的管理理念,我们认为可以从知名度、忠诚度和美誉度三个层面加强浙江海洋文化节庆品牌的建设,更好地为浙江省沿海地区的区域经济和产业经济等社会经济的发展服务。

Festival is a special cultural form and economic form, which plays an important role in promoting the development of local cultural industry, promoting the inheritance and innovation of the traditional culture, and promoting the whole image of the region and the city. In recent years, government departments at all levels in Zhejiang province have created a number of domestic and international influential and famous festivals and cultural activities, but also there arc many problems and shortcom- ings in the content of the festival activities, such as the repetitive construction of the content, the single mode of the operation, and the lower marketization degree ofthe cultural products. Therefore, withthehelpofcorporateidentitymanagementphilosophy, we suggest to strengthen the brand construction of Zhejiang marine culture festivals from three aspects of brand awareness, loyalty and reputation, so as to provide better services for regional and industrial economic development of coastal areas of Zhejiang Prov- ince.