闽都文化品牌的整合建设与传播

Integrative Construction and Communication of Mindu Cultural Brand

闽都文化研究推动了闽都文化品牌的建设和传播进程,闽都文化的特色决定了该品牌并非单一的地理性城市品牌,也非简单的文化名片品牌,而是集历史、文化、商业为一体的区域文化集群品牌。其品牌建设亦应从以上三个方面进行,其品牌沟通则应以游客端和市民端为视角,做好从视觉识别到行为规范继而到全媒体传播的全方位立体沟通。

The research of Mindu Culture triggered the construction and communication of Mindu culture brand. It is not a city brand or culture brand because of the feature of Mindu culture,but is a place brand including the history,culture and business. It should be constructed from the three aspects. From the perspective of tourists and citizens,the communication should focus on the vision identity and behavior identity which have to use all sorts of media to communicate with consumers.