品牌战略驱动型区域传统产业振兴模式研究

Revitalization Model of Regional Traditional Industries Driven by Brand Strategy

中文关键词: 今治毛巾  品牌战略设计  区域传统产业  高质量发展

英文关键词: Imabari Towel  brand strategy design  regional traditional industry  high-quality development

中文摘要:

      目的 加快当前国内大循环发展新格局，积极探索推动区域传统产业转型升级路径。方法 基于经典区域品牌理论，建立品牌驱动型区域传统产业振兴分析框架，以日本今治毛巾为例，从定义品牌核心价值、产业内部整合改造、品牌形象管理与传播三个方面，系统地梳理分析了日本今治地区传统毛巾制造业，通过品牌建设实现产业复兴的内在机制。结果 以多中心品牌治理、双向品牌驱动、多层次品牌推广为内核的品牌战略实施经验。结论 品牌战略对推动区域传统产业转型发展的重要意义不仅在于通过确立品牌价值，促进品牌推广与传播，更重要的是为加强产业内部整合、提升产业品质标准、促进产业协同提供了有效治理手段，在最大程度上发挥品牌效益，切实推进区域传统产业迈向高质量发展道路。

英文摘要:

      The work aims to accelerate the formation of a new domestic cyclic development pattern and actively explore the path to promote the transformation and upgrading of regional traditional industries. Based on the classic regional brand theory, a brand-driven regional traditional industry analysis framework was established. Based on the case analysis method, with Imabari Towel as an example, the internal mechanism of the traditional towel manufacturing industry in Imabari region of Japan to achieve industrial rejuvenation through brand building were systematically analyzed from three aspects of core brand value, namely, internal integration of the industry, brand image management and communication. As a result, the brand strategy implementation experience with multi-center brand governance, two-way brand drive, and multi-level brand promotion as the core was refined. Brand strategy design has important value in promoting the transformation and development of regional traditional industries. Its significance lies not only in how to establish brand value and brand image promotion and other brand external construction and communication, but more importantly, to provide effective governance methods to strengthen the internal integration of the industry, improve the industrial quality standards and promote industries to advance together. Only in this way can the brand benefit be brought into full play, and can the domestic regional traditional industries be promoted towards high-quality development.