烟台文创品牌的创建和传播路径

Yantai Cultural and Creative Brand Communication Path

近几年在国家政策扶持下,文化创意产业的发展逐渐从传统的旅游纪念品转化为受到广大年轻人喜爱的文化创意产品。然而,文创品牌较其他的品牌来说有其独特性,但也有其共性。要想获得更多人的关注,并借助文创品牌的传播吸引更多游客了解当地的文化,就需要对文创品牌的传播路径加以研究。烟台有着丰富的旅游资源“山、海”一色、“岛、林”相融,有着浓厚的人文历史底蕴及淳朴的民俗。该文通过确立烟台文创品牌的创立原则,并通过对目前消费定位和价格定位的讨论确定了文创品牌线上线下的传播路径。文创品牌的建立是顺应时代发展的,期望该文对文创品牌的传播能起到一定的借鉴作用。

In recent years,with the support of national policies,the development of the cultural and creative industry has gradually shifted from traditional tourist souvenirs to cultural and creative products that are loved by young people.However,cultural and creative brands have their uniqueness compared to other brands,but they also have their commonalities.To gain more attention and attract more tourists to understand local culture through the dissemination of cultural and creative brands,it is necessary to study the dissemination path of cultural and creative brands.Yantai has rich tourism resources that blend mountains and seas,with islands and forests,rich cultural and historical heritage,and simple folk customs.This article establishes the principles for the establishment of Yantai's cultural and creative brand,and determines the online and offline dissemination path of the cultural and creative brand through discussions on current consumption positioning and price positioning.The establishment of cultural and creative brands is in line with the development of the times,and it is hoped that this article can play a certain reference role in the dissemination of cultural and creative brands.