| 赵紫薇,过宏雷.互联网时代特色小镇建设中的品牌要素及其创新途径[J].包装工程,2019,40(20):48-52. |
| 互联网时代特色小镇建设中的品牌要素及其创新途径 |
| Brand Elements and Innovative Approaches in Building of Characteristic Towns in the Internet Era |
| 投稿时间：2019-06-11 修订日期：2019-10-20 |
| DOI：10.19554/j.cnki.1001-3563.2019.20.007 |
| 中文关键词: 特色小镇 互联网时代 品牌要素 产业链 品牌定位 品牌文化 品牌形象 |
| 英文关键词: characteristic towns the Internet era brand elements industrial chain brand positioning brand culture brand image |
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| 中文摘要: |
| 目的 针对互联网时代特色小镇在品牌建设方面的迫切需求，对其品牌要素及其创新途径进行分析与探讨。方法 对互联网时代特色小镇品牌建设中如产业链、利益相关群体、品牌信息等品牌要素进行归纳，并总结了互联网时代背景对这些品牌要素的重要影响，在此基础上提出未来特色小镇建设中各品牌要素的创新方法。结果 针对产业链、利益相关社群、品牌信息等品牌要素提出了互联网时代特色小镇品牌建设的创新途径。结论 互联网时代具有智慧化、去中心化、碎片化等时代特征，在此背景下特色小镇的品牌建设在各方面均获得了新兴技术和理念的支撑，未来特色小镇能够依托互联网时代的新技术和新思维，以互联网业态为背景进行品牌定位，以社群为核心塑造品牌文化，并以文化为基础构建动态化品牌形象，以实现特色小镇的品牌构建。 |
| 英文摘要: |
| The work aims to analyze and discuss the brand elements and innovative approaches, in view of the urgent needs of characteristic towns in brand building in the Internet era. The brand elements such as industrial chain, stakeholder group and brand information in the brand building of characteristic towns in the Internet era were generalized and the important influence of the background of the Internet era on these brand elements was summarized. On this basis, the innovative ways of brand elements in the construction of characteristic towns in the future were proposed. With regard to brand elements such as industrial chain, stakeholder group and brand information, the innovative approaches to brand building of characteristic towns in the Internet era were proposed. The Internet era has the characteristics of intelligence, decentralization and fragmentation. In this context, the brand building of characteristic towns is supported by emerging technologies and concepts in all aspects. In the future, characteristic towns can rely on the new technologies and new thinking in the Internet era, carry out brand positioning with the Internet format as the background, shape brand culture with the community as the core, and build dynamic brand image based on culture, so as to realize the brand building of characteristic towns. |
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