基于品牌建设的白鹿原景区文创产品开发研究

Research on Brand-Centered Development of Cultural and Creative Products in Bailuyuan Scenic Area

受景点相对独立、缺乏统一管理及商户过分追求利益等因素的影响,白鹿原景区在经营上缺乏品牌意识,景区售卖的文创产品同质化现象严重,产品的质量、品牌内涵及营销策略均有待提升。对此,白鹿原景区应积极整合资源,建立景点联盟,积极宣传引导经营者树立品牌理念,推行统一LOGO;在开发文创产品时,要甄选标志性文化符号,坚持系列化开发模式,同时加强非物质形态泛文创产品的延伸开发;在营销中不断创新模式,提升产品质量,开发系列衍生项目,以丰富游客体验。

Affected by factors such as the relative independence of scenic spots,lack of unified management and excessive pursuit of interests by business operators,Bailuyuan Scenic Area faces problems as follows.Its brand awareness in operation is not strong,the homogenization of cultural and creative products sold is serious,the quality of the products and the service of the scenic area is generally not high.In this regard,Bailuyuan Scenic Area should strengthen brand awareness when developing cultural and creative products.In the development of cultural and creative products,we must pay attention to the use of unified LOGO,select iconic cultural symbols,adhere to the serialized development model,and strengthen the extended development of non-material forms of pan-cultural and creative products.At the same time,scenic spots should continue to develop serice of product to improve the levels of service.