摘要
品牌定位、讲品牌"好故事"、"讲好"品牌故事构成了品牌叙事的有机整体。大运河文化带已成为新时代中国从国家战略高度进行统筹规划推进的国家品牌之一。基于"基因-叙事-认同"的理论分析,"千年运河"国家文旅品牌叙事方向,一是对内叙事:获得认同,形成归属感;二是对外叙事:产生共识,形成联结。新时代下改善"千年运河"国家文旅品牌的叙事效果,重点要从优化叙事主体阵营、讲品牌"好故事"、"讲好"品牌故事三方面着手。
Brand positioning,brand’s"better story","telling better"brand story,These constitute an organic whole of brand narrative.The cultural belt of the Grand Canal has become one of the national brands in the new era of China.Based on the theoretical analysis of"gene-narrative-identity",the Narrative Direction of the"Millennium Canal"national culture and tourism brand is:First,Internal narrative:to gain identity,to form a sense of belonging;Second,External narrative:to produce consensus,to form a link.In order to improve the narrative effect of the"Millennium Canal"national culture and tourism brand in the new era,we should focus on optimizing the narrative main camp,telling the brand"better story"and"telling better"brand story.
作者
秦宗财
QIN Zong-cai(School of Journalism and Communication,Yangzhou University,Yangzhou,Jiangsu 225009)
出处
《艺术百家》
CSSCI
北大核心
2020年第5期42-49,共8页
Hundred Schools In Arts
基金
江苏省高校哲学社会科学研究重大项目“‘千年运河’国家文旅品牌形象建构与国际传播研究”(项目编号:2019SJZDA052)阶段性成果
江苏省社科应用研究精品工程项目“大运河国家文化公园视觉形象塑造研究”(项目编号:20SYB-039)阶段性成果之一。
关键词
千年运河
国家文旅品牌
品牌叙事
文化战略
Millennium Cana
National Culture and Tourism Brand
Brand Narrative
