数字中国省域品牌形象构建——以“数字山东”为例

Building“Digital China”Provincial Image:A study of“Digital Shandong”branding practice

数字中国建设正在全国各地稳步推进,但是回顾以往研究发现,目前缺乏品牌视角的数字中国研究。作为区域品牌,每个数字中国省域品牌都有自己独特的品牌形象,具有特定的品牌利益和品牌个性。通过受众分析和问卷调查,对“数字山东”品牌形象进行识别,以智能作为数字山东的品牌利益,以刺激为核心塑造数字山东的品牌个性,推动形成数字时代山东睿智、创新、充满活力的区域形象。

The construction of Digital China is steadily progressing all over the country.However,looking back on previous studies,there is a lack of research on Digital China from the brand perspective.As a regional brand,each Digital China provincial brand has its own brand image,its core benefit and brand personality.Conducting customer analysis and questionnaire survey,we identify the brand image of Digital Shandong,taking intelligence as the brand benefit and stimulation as the core brand personality,so as to create a wise,innovative and dynamic place image of Shandong in the digital era.