基于地域文化的高速公路服务区品牌化构建研究

Construction of Expressway Service Area Brands Based on Regional Culture

中文关键词: 服务区  地域文化  品牌构建  高速公路  品牌设计

英文关键词: service area  regional culture  brand building  expressway  branding

中文摘要:

      目的 针对高速公路服务区转型发展的迫切需求，以地域文化为突破口对其品牌建设路径进行分析与探讨。方法 通过分析高速公路服务区品牌现状及问题，以及地域文化对于服务区品牌塑造的价值意义，归纳出将地域文化与服务区品牌进行创新结合的方法。结果 针对高速公路服务区品牌定位、品牌形象与品牌体验等提出了基于地域文化的高速公路服务区品牌化构建路径。结论 针对现阶段高速公路服务区品牌定位不明、同质化严重、资源利用不足等症结，高速公路服务区应当依托在地文化基因整合地区资源，以文化沟通产业进行价值重构与品牌定位，以用户感知需求构建功能化视觉体系，以文化体验提升服务业态，使服务区成为具有识别性与持续动力的交通商业体。

英文摘要:

      In response to the urgent need for the transformation and development of expressway service areas, the regional culture is taken as a breakthrough to create a new path for brand building. By analyzing the brand status and problems of expressway service area, and the value of regional culture for its branding, the innovative method of branding with culture was summarized. According to the brand positioning, brand image and brand experience of expressway service area, the construction method of expressway service area brands based on regional culture was proposed. In view of the problems of unclear brand positioning, serious homogeneity, and insufficient resource utilization of expressway service areas at this stage, expressway service areas should rely on local cultural genes, integrate regional resources, communicate the industrial chain with culture, and carry out value reconstruction and brand positioning, thus build a functional visual system based on user perception needs, to enhance the service format with cultural experience, and make the service area a transportation business with recognizable and sustainable power.