“互联网+”时代特色小镇品牌形象设计与推广的研究——以如东栟茶镇为例

Research on Design and Promotion of Brand Image in Characteristic Towns under the “Internet +” Era——Taking Bencha Town in Rudong as an Example

在“互联网+”环境下,为促进具有一定文化特色或产业特色的特色小镇持续健康发展,应当在品牌形象设计与推广上狠下功夫。文章以如东栟茶镇为例,从品牌定位的明晰化、品牌设计的文化远见、品牌形象的双重设计、品牌推广中的交互体验以及品牌推广中“互联网+”跨界融合法则等多个角度出发,提出“互联网+”时代特色小镇品牌形象设计与推广的策略,为新时代特色小镇的持续良性发展提供借鉴。

Under the “Internet+” environment, design and promotion of brand image should be emphasized in order to promote sustainable and healthy development of towns with certain cultural or industrial characteristics. Taking Bencha Town in Rudong as an example, this paper puts forward the strategies on brand image design and promotion of characteristic towns under the “Internet+” era from the following aspects: explicitation of brand positioning, cultural vision of brand design, double design of brand image, interactive experience and “Internet +” transboundary integration in brand promotion, so as to provide reference for the sustainable and healthy development of characteristic towns in the new era.