| 工艺类非物质文化遗产企业品牌塑造探微 |
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| 引用本文： | 肖玮.工艺类非物质文化遗产企业品牌塑造探微[J].淮海工学院学报(社会科学版),2013(4):88-90. |
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| 作者姓名： | 肖玮 |
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| 作者单位： | 阜阳师范学院设计艺术系,安徽阜阳236000 |
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| 摘 要： | 阐述了对工艺美术类非物质文化遗产企业品牌塑造,认为应建立在对企业自身和消费群体调查研究的基础之上,明确品牌定位,实现特色品牌文化的创新;不断提高非物质文化遗产产品质量,将商业元素与文化元素进行有机融合,树立品牌优质形象,提高市场竞争力;与地方政府协作,开展营销宣传,拓宽海内外市场,实现文化传承基础之上的非物质文化遗产产业化复兴。
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| 关 键 词： | 非物质文化遗产 品牌文化 创新包装 营销推广 |
On the Establishment of Enterprise Brand of Artistic Intangible Cultural Heritage |
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| XIAO Wei.On the Establishment of Enterprise Brand of Artistic Intangible Cultural Heritage[J].Journal of Huaihai Institute of Technology,2013(4):88-90. |
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| Authors: | XIAO Wei |
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| Institution: | XIAO Wei(Dept.of Art Design,Fuyang Teachers College,Fuyang 236000,China) |
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| Abstract: | Through the discussions on the establishment of enterprise brand of artistic intangible cultural heritage,the paper deals with a clear brand positioning and the innovation of unique brand culture on the basis of the study of the enterprise and consumers and proposes to improve its quality with the combination of commercial and cultural elements,to elevate the brand image and competiveness,to work with the government to expand the market home and abroad,and to realize the intangible cultural heritage industrialization. |
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| Keywords: | intangible cultural heritage brand culture innovative packaging marketing promotion |
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