论丝绸之路(敦煌)国际文化博览会品牌活动对甘肃地域形象的塑造与提升

Brief Analysis of Formation and Promotion of Regional Image of Gansu by Brand Activities of Silk Road(Dunhuang)International Cultural Expo

作为国际化、高端化、专业化的国家级文化博览会,丝绸之路(敦煌)国际文化博览会从2016年开始至今已经举办四届,如何通过品牌活动,使其更好地展示和带动甘肃地域形象提升。通过整合品牌符号,充分发挥民间力量,联动塑造优质品牌,从而塑造与提升甘肃地域形象。

As an international high-end and professional national cultural exposition,the Silk Road(Dunhuang)International Cultural Expo has been held for four times since 2016.How to better display and promote the regional image of Gansu through brand activities?In this paper,combining with the reality of the linkage between the brand and the regional image of Dunhuang Cultural Expo,the author discusses the series of brand activities of Dunhuang Cultural Expo to shape and improve the regional image of Gansu province.