摘要
通过对鼓浪屿现有品牌形象和品牌塑造工作的分析研究,发现鼓浪屿现有品牌塑造工作存在高度、深度不足,主观判断代替科学定位等问题,尝试建立鼓浪屿品牌的战略系统和塑造流程,以促进鼓浪屿这一地域品牌的打造与提升。
The research focuses on the image construction of Gulangyu Island Brand and has found the branding needs depth and height in theory and management to avoid subjective decision taking place of logical positioning. A strategic system and constructing process for the Gulangyu Island-brand is initiated in the paper to facilitate the reviving and upgrading of the time-honored brand.
出处
《厦门理工学院学报》
2008年第1期13-17,共5页
Journal of Xiamen University of Technology
基金
2007年度厦门市社会科学重点研究课题(厦社研课[2007]47号)
关键词
地理品牌
鼓浪屿
品牌系统
品牌塑造流程
geographical brand
Gulangyu Island
brand system
brand-constructing-process
