文化基因视域下文旅特色小镇品牌塑造实践研究

Brand Building of Towns with Tourism Characteristics under the Perspective of Cultural Gene

中文关键词: 文化基因  文化基因谱系图  提取路径  品牌塑造  可持续发展

英文关键词: culture gene  culture gene pedigree diagram  extraction path  brand building  sustainable development

中文摘要:

      目的 针对当下特色小镇品牌塑造泛化、内涵空洞以及产业关联性差等痛点，提出围绕地域文化探索当下特色小镇品牌塑造理论及设计的实践途径。方法 以浙江省温岭市石塘镇金沙湾特色小镇品牌塑造为例，在文化基因视域下通过地域文化基因梳理归类，构建基因谱系图，提出基因提取及转承路径，提炼小镇品牌文化基因核心点，构建小镇品牌理念及文化内生系统。结果 通过核心文化基因构建金沙湾地域文化产业发展框架，完成特色小镇品牌塑造，最终实现该地域文化的可持续发展。结论 特色小镇品牌塑造的核心是地域文化的提炼，文化核心基因的提取。只有在文化基因视域下探索地域文化核心基因的提取及转承方式，完成文化资源到文化价值符号的转变，才能赋予小镇品牌核心竞争力并实现地域文化的永续发展。

英文摘要:

      The work aims to put forward the practice means to explore the theory and design of the brand building of the characteristic towns around the regional culture for the painful points such as the generalization of the characteristics, the emptiness of the connotation and the poor correlation between the industry, etc. With the brand building of Jinshawan in Shitang Town, Wenling City, Zhejiang Province as an example, the gene pedigree map was constructed by sorting out and classifying the regional cultural genes from the perspective of cultural genes, and the gene extraction and inheritance paths were proposed to refine the core points of town brand culture genes and construct the town brand concept and cultural endogenous system. Through the construction of the core culture gene, the development framework of Jinshawan regional culture industry was completed to shape the brand of characteristic towns, and finally to achieve the sustainable development of the regional culture. The core of brand building in characteristic towns is the refinement of regional culture and the extraction of cultural core genes. From the perspective of cultural gene, it is necessary to explore the ways of extracting and transferring the core genes of regional culture and accomplish the transformation from cultural resources to cultural value symbols, to provide the core competitiveness of small town brands and realize the sustainable development of regional culture.