法国国家公园品牌增值体系建设过程及特征分析

Process and Characteristics of French National Park Brand Value-addition System Development

在建设国家公园体制背景下,建构国家公园品牌增值体系有利于统筹国家公园保护与周边社区发展。法国国家公园自改革后,针对加盟区提出建设国家公园品牌增值体系,推出“国家公园精神”品牌,积极带动了法国国家公园及周边社区经济发展,具有较强的示范性。已有相关研究多基于法国国家公园的管理体制或单个案例的借鉴,缺乏针对品牌增值体系的系统评述。文中基于案例比较解析法国国家公园建设历程,并从品牌内容、管理模式和品牌成效3个方面评述法国11个国家公园品牌增值体系的特征及差异,最后从挖掘地方特色、促进周边区域协同发展和健全交流平台3个方面提出构建中国国家公园品牌增值体系的优化策略。

In the context of national park system development,the setup of national park brand value-addition system is conducive to the integration of national park protection and the development of surrounding communities.Since the reform of national parks,France has proposed to create a national park brand valueaddition system for the franchising areas,and forged the brand of“spirit of national parks”brand,which has actively promoted the economic development of national parks in France and the surrounding communities and set up a strong model.Most of the existing studies are more concentrated on the management system of French national parks or individual case studies,lacking in the systematic review of the brand value-addition system.This study makes a case-based analysis of the development history of French national parks,and reviews the characteristics and differences of the brand value-addition systems in place for 11 French national parks in terms of brand content,management model and brand effectiveness.Finally,the paper proposes the optimization strategy for China’s national park brand value-addition system from the four aspects of tapping local features,promoting the coordinated development of surrounding region,and improving the communication platform.