Under the trend of cultural and creative industries developing towards branding,the work aims to make good use of the advantages of Nanjing's red cultural resources and cultural and educational resources to create a brand of Nanjing's red cultural and creative products and propose innovative strategies.The definitions of red culture and red cultural and creative products are clarified.The characteristics of Nanjing's red cultural resources and the cultural and creative market situation are analyzed according to Nanjing's red historical status.The problems faced by Nanjing's red cultural and creative products and brands are determined.The design principles of Nanjing's red cultural and creative products brand are proposed from three dimensions:precise brand positioning,refinement of market scope,and construction of visual image.Taking the design principles as a guideline and catering to local resources and media trends,the branding strategy of building cultural and creative brands,enhancing the connotation of cultural and creative products,spreading through comprehensive channels,highlighting regional characteristics and shaping the brand image is proposed.Taking the brand of red cultural and creative products as the starting point,it can better utilize the unique advantages of Nanjing's red cultural resources in the areas of ideological and political leadership and education,transformation of cultural and tourism benefits,and strengthening of the city's image.
关键词
红色文创/南京红色文化资源/南京红色文创品牌/品牌创新策略
Key words
red cultural and creative products/Nanjing's red cultural resources/Nanjing's red cultural and creative products brand/brand innovation strategy
维普
万方数据