| 鼓浪屿品牌的再造与提升 |
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| 引用本文： | 余霖. 鼓浪屿品牌的再造与提升[J]. 厦门理工学院学报, 2008, 16(1): 13-17 |
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| 作者姓名： | 余霖 |
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| 作者单位： | 厦门理工学院文化传播系,福建,厦门,361024 |
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| 基金项目： | 厦门市社会科学重点研究课题 |
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| 摘 要： | 通过对鼓浪屿现有品牌形象和品牌塑造工作的分析研究，发现鼓浪屿现有品牌塑造工作存在高度、深度不足，主观判断代替科学定位等问题，尝试建立鼓浪屿品牌的战略系统和塑造流程，以促进鼓浪屿这一地域品牌的打造与提升。
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| 关 键 词： | 地理品牌 鼓浪屿 品牌系统 品牌塑造流程 |
| 文章编号： | 1008-3804(2008)01-0013-05 |
| 修稿时间： | 2007-12-17 |
Reviving and Upgrading Gulangyu Island Brand |
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| YU Lin. Reviving and Upgrading Gulangyu Island Brand[J]. Journal of Xiamen University of Technology, 2008, 16(1): 13-17 |
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| Authors: | YU Lin |
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| Affiliation: | YU Lin (Department of Cultural Communication, Xiamen University of Technology, Xiamen 361024, China) |
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| Abstract: | The research focuses on the image construction of Gulangyu Island Brand and has found the branding needs depth and height in theory and management to avoid subjective decision taking place of logical positioning.A strategic system and constructing process for the Gulangyu Island-brand is initiated in the paper to facilitate the reviving and upgrading of the time-honored brand. |
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| Keywords: | geographical brand Gulangyu Island brand system brand-constructing-process |
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