北京冬奥会背景下的黑龙江冰雪文创品牌构建研究

Research on Heilongjiang Ice and Snow Cultural and Creative Brand Construction Under the Background of Beijing Winter Olympic Games

2022年北京成功申办冬奥会,为中国冰雪文创品牌发展带来了有利机遇。黑龙江省作为中国冰雪品牌的起源地,怎样抓住机会,迎接挑战,创新发展是现在的重要问题。黑龙江省冰雪文化创意在多地面临竞争,缺乏可持续发展理念,特色不够明确;重复建设现象严重,基础设施落后;冰雪体育产业发展受限。为解决本地游客参与率低、外地游客重访率低的问题,提出了转变观念、投身于市场竞争、发展特色、加强区域合作等有效的创新发展战略。这有利于实现冰雪文化共赢创新并带动地方冰雪体育用品生产发展,发展黑龙江省冰雪体育品牌,扩大冰雪场馆和小型滑冰场馆建设。

Beijing’s successful bid to host the 2022 Winter Olympics brings a favorable opportunity for the development of China’s ice and snow cultural and creative brands.As the birthplace of ice and snow cultural and creative brands in China,how to seize the opportunity and only meet the challenge for innovation and development in Heilongjiang Province?It is found that the ice and snow cultural creation in Heilongjiang Province is facing competition from many places,lacking the concept of sustainable development,and its characteristics are not prominent enough;The phenomenon of repeated construction is serious,and the infrastructure is backward;The development of ice and snow fitness industry is restricted;In order to solve the problems of low participation rate of local tourists and low revisit rate of foreign tourists,this paper puts forward some effective innovative development strategies,such as changing ideas,actively adapting to market competition,developing characteristic development,strengthening regional cooperation in ice and snow cultural innovation.