情怀营销视角下城市老建筑品牌塑造与传播路径研究——以福州仓山老洋房为例

Study on the Brand Shaping and Spreading Path of Urban Old Buildings from the Perspective of Sentiment Marketing:A Case Study of the Old Western Style Houses in Cangshan of Fuzhou

城市老建筑兼具文化传承和经济反哺的双重功能,塑造和传播城市老建筑品牌已成为城市建设的重要工作。在情怀营销驱动下,通过创新品牌价值、线上线下互动的创意传播、基于用户体验的持续创新、接触点整合等路径,达成品牌塑造与传播之目的。探寻仓山老洋房品牌塑造与传播路径,将为城市老建筑品牌建设提供有益借鉴。

This paper expounds the connotation of sentiment marketing,discusses the construction of sentiment marketing drive model,analyzes the branding and dissemination case study of Fuzhou Cangshan old western style house,and analyzes the strategy of urban old building branding from the perspective of sentimental marketing.On this basis,it proposes the effective path of urban old building brand communication under the influence of sentimental marketing.