| 摘要: |
| 目的 旨在深入探讨数字化时代背景下非遗品牌形象年轻化塑造及传播的基本策略，以推动非物质文化遗产的传承与创新，提升非遗品牌的市场竞争力。方法 在梳理品牌年轻化和数字化的现状与问题等内容的基础上，结合相关案例和策略，提出如何利用数字赋能帮助非遗品牌形象进行年轻化改善。结论 通过研究得出数字时代非遗品牌形象年轻化策略，一是延续非物质文化遗产之根基，融合数字技术改善非遗品牌视觉形象;二是注重非遗品牌代表性产品的塑造，利用数字技术推动产品数字化衍生;三是结合数字化营销手段，缩短非遗品牌与消费者的距离。这些策略为非遗品牌的发展提供了新的思路和方法。 |
| 关键词: 非遗品牌形象 品牌形象年轻化 非遗品牌数字化 |
| DOI：10.19554/j.cnki.1001-3563.2025.08.030 |
| 分类号: |
| 基金项目:2022年江苏省高校哲学社会科学研究项目(2022SJYB1484);2022年江苏省高校哲学社会科学研究项目(2022SJYB0021);2023年江苏省研究生实践创新计划项目(SICX23_1760);2023年江苏省高等教育教改研究项目(2023JSJG495) |
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| Strategy of Youth-oriented Brand Image of Intangible Cultural Heritage under Digital Empowerment |
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XIE Dandan, HU Yuqing, SU Yan
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(Suzhou University of Science and Technology, Jiangsu Suzhou 215009, China)
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| Abstract: |
| The work aims to comprehensively explore the fundamental strategies for shaping and disseminating a more youth-oriented intangible cultural heritage (ICH) brands in the context of the digital era, so as to advance the inheritance and innovation of ICH culture while enhancing the market competitiveness of ICH brands. By meticulously analyzing the current status and challenges surrounding youth orientation and digitalization of brands, this article integrated relevant case studies and strategic insights to propose the ways for digital empowerment to facilitate the improvement of the youth-oriented image of ICH brands. Through this research, several key strategies for youth-oriented brand images of ICH brands in the digital age are identified. Firstly, it involves preserving the foundational essence of ICH culture while integrating digital technologies to enhance the visual representation of ICH brands. Secondly, it emphasizes the careful cultivation of iconic products representing ICH brands and utilizes digital technologies to facilitate the digitization of these products. Lastly, it advocates for the integration of digital marketing approaches to bridge the gap between ICH brands and consumers. These strategies offer novel perspectives and methodologies for the development of ICH brands. |
| Key words: image of intangible cultural heritage brand youth-oriented brand image digitalization of intangible cultural heritage brand |
