黑龙江流域传统手工艺品品牌构建策略研究
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摘要
文章以黑龙江流域传统手工艺品为研究对象,通过对近几年发展近况及管理方式进行分析,进而探讨具有普适性的黑龙江流域手工艺品的品牌设计策略,突破传统的思维方式,将传统手工艺品的发展模式与现代设计思维相连,构建新的品牌发展规律,从而使黑龙江省手工艺品的品牌形象得到个性化的建立,进而激发其他手工艺品推广的可持续发展。
Based on the traditional handicrafts in Heilongjiang basin as the research object, through analyzing the development status and management in recent years and discusses the analysis, with the Heilongjiang basin handicrafts brand design strategy of universality, break through the traditional way of thinking, the traditional handicraft development pattern and modern design thinking to build brand development the new law, which makes Heilongjiang province handicraft personalized brand image has been established, and thus stimulate the sustainable development promotion of other handicrafts.
Based on the traditional handicrafts in Heilongjiang basin as the research object, through analyzing the development status and management in recent years and discusses the analysis, with the Heilongjiang basin handicrafts brand design strategy of universality, break through the traditional way of thinking, the traditional handicraft development pattern and modern design thinking to build brand development the new law, which makes Heilongjiang province handicraft personalized brand image has been established, and thus stimulate the sustainable development promotion of other handicrafts.
引文
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[2]何佳讯.品牌形象策划[M].上海:上海复旦大学出版社,2000.
[3]菲利普·科特勒.营销管理[M].上海:上海人民出版社,2003.
[4]张碧波,董国尧主编.中国古代北方民族文化史(民族文化卷).黑龙江人民出版社,1993.
[5]刘国华.品牌形象论[M].北京:人民邮电出版社,2015.