基于BEW的济南泉水节品牌体验模型的建立

Jinan Spring Festival Brand Experience Model Based on BEW

目的泉水是济南的灵魂,也是济南人的文化标记,更是这座城市闻名于世界的标志。济南市委、市政府希望借泉水节这一品牌,成为沟通济南与国内其他城市乃至国际社会的重要纽带。通过建立济南泉水节品牌体验模型,深入探讨该节日对济南城市发展的意义,并借此方式推动旅游业的发展和营造良好的投资环境。方法通过对品牌体验轮和消费者体验层级的研究,结合人类的五感体验,探索加强泉水节体验的途径。结论通过建立泉水节品牌体验模型,加强泉水节的品牌建设,提升泉水节体验,保持该节持久的生命力和影响力。

Spring is the soul of Jinan, is also the cultural symbol, which is the logo of the city. Jinan government wish to regards this festival as a bridge to communicate with the other cities in the world, plus, push the development of the travel industry. Through the establishment of Jinan Spring Festival brand experience model, it in-depth studies the mean- ing of festival to Jinan city development, and to promote the development of the tourism industry and create a good in- vestment environment. Through the research of the brand experience wheel and the levels of customers experience, com- bined with the five sense of human experience, it explore sways to strengthen the Spring Festival experience. Through the establishment of Spring Festival brand experience model, it can strengthen the Spring Festival brand building, enhance the spring festival experience, and maintain the vitality and influence of the festival lasting.