| 摘要: |
| 目的 在旅游纪念品中引入品牌化的开发策略。方法 分析了地方符号和地方旅游纪念品现状， 通过构建、 完善品牌框架和内容， 将地方旅游纪念品进行了品牌化的开发和建设。在品牌化策略的指引下， 从创建品牌符号、 塑造品牌内涵、 创新品牌载体、 多元营销推广这4个方面完成旅游纪念品品牌的建立， 同时以无锡旅游纪念品品牌建设为例进行了分析。结论 通过研究和实践的结合为类似的旅游纪念品开发探索了一条切实可行的路径。 |
| 关键词: 旅游纪念品设计 产品开发 品牌运作 |
| DOI： |
| 分类号:TB472 |
| 基金项目: |
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| Brand Development Strategy of Tourist Souvenir Taking Wuxi as a Case |
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HUANG Hao1,2
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1. Product Creation and Culture research Center， Jiangnan University， Wuxi 214122， China;2. School of Design，Jiangnan University， Wuxi 214122， China
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| Abstract: |
| Objective Introduce the development strategy of brand in tourist souvenirs. Methods It analyzed the status quo of local icon and tourist souvenir.By building the framework and content， it improved brand construction and development of local tourism souvenirs.Following the brand strategy， from four aspects of establishing the brand symbol， shaping brand connotation，innovating brand carrier and diversifying marketing promotion， tourist souvenirs brand was built. At the same time， Wuxi tourism souvenirs brand building was analyzed. Conclusion It explored a feasible road for the development of tourist souvenir through the combination between research and practice. |
| Key words: design of tourist souvenir product development brand operation |
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