以“文旅融合”为核心的绍兴黄酒文化创意品牌创新性探索

OnInnovation of Culturally Creative Brands of Shaoxing Rice Wine Centered on Culture and Tourism Integration

绍兴黄酒历史悠久,产业成熟,是绍兴地方产业中的一张金名片。作为闻名中外的历史名城,绍兴旅游产业发达。当前国家大力扶持文创产业发展的政策为绍兴黄酒文创产业提供了前所未有的发展机遇。本文通过分析绍兴黄酒文创产业发展现状、行业优势、产品特征等因素,探索黄酒文创品牌的发展路径。本文通过市场分析、用户研究、设计研究等多种手段,归纳总结出基础研究、产品输出、面向需求、口碑营造、品牌战略等五条发展路径,探索以“文旅融合”模式为核心的绍兴黄酒文创品牌的创新可持续发展之路。

Shaoxing rice wine,a mature product with a long history,has become a“golden signboard”in the local industry of Shaoxing.As a world-famous historical city,Shaoxing has a highly developed tourist industry.The national policy to strongly support the development of the culturally creative industry provides the culturally creative industry of Shaoxing rice wine with unprecedented opportunities for development.With the analysis of the status quo of the culturally creative industry,industrial superiority,and product features of Shaoxing rice wine,the paper explores the developing route of the culturally creative brands of Shaoxing rice wine.Bu means of a market analysis,user research,design research,etc.,the paper summarizes such five developing routes as basic research,product delivery,demand orientation,reputation building and brand strategy and explores the road of the creative and sustainable development of Shaoxing rice wine focused on the model of culture and tourism integration.