《淮南子》文旅品牌构建的创新实践研究

Research on Innovative Practice for Building the Cultural and Tourism Brand in Huainanzi

《淮南子》作为一本“绝代奇书”,具有深厚的学术价值与人文价值,而其在消费文化领域的品牌号召力表现一般。文章运用大卫·艾克(David A.Aaker)的品牌识别理论,从产品层、组织层、人格层和符号层对《淮南子》的品牌要素进行综合分析,发现其存在着“模糊、分散,甚至不协调的品牌要素”,并因此主张构建《淮南子》品牌特色定位,创新核心产品和符号,关联延伸识别,在此基础上借助新媒介传播将《淮南子》打造成一张靓丽的文旅名片。

Huainanzi is a remarkable book with profound academic and humanistic value,but its brand appeal in the field of consumer culture is generally weak.This paper,with the guidance of brand recognition theory by David A.Aaker,analyzes the brand elements of Huainanzi from the product layer,organizational layer,personality layer,and symbol layer.It is found that there are"fuzzy,scattered,and even uncoordinated brand elements"in Huainanzi.Therefore,it is proposed to build a distinctive brand positioning for Huainanzi,innovate core products and symbols,link the extending recognition.With the help of new media,Huainanzi will be turned into a beautiful cultural and tourism brand.