宜春明月山月亮文化品牌战略策划研究

发布时间：2019-07-01 10:23

【摘要】：首先,对“月亮文化”这一核心概念以及旅游文化品牌的概念和特征进行多层面的解读,以期能够为宜春打造月亮文化品牌奠定坚实的理论基础和注入深厚的文化底蕴；其次,对明月山和月亮文化的关系进行多方位的论证,以期能够从景区的实际情况出发,阐述明月山打造月亮文化品牌的可行性、必要性和具体实施方案；第三,将立足于明月山的资源优势和当代民众的消费需求,以“山月、泉月、禅月、农月、书月”为核心,更为全面、深入地设计月亮文化品牌的产业规划,以期能够整合明月山现有的产业格局,推动产业升级；第四,在整合明月山的文化与产业资源的基础上,对明月山的月亮文化品牌进行多渠道、全方位的社会推广,以期发挥不同媒体的形态优势,并实现在各级目标人群中的有效传播。
[Abstract]:First of all, the core concept of the "moon culture" and the concept and characteristics of the brand of the tourism culture are analyzed in a multi-level way, so as to lay a solid theoretical foundation for the construction of the moon culture brand for Yichun and to inject deep cultural details; which The relationship between the Moon Mountain and the Moon culture is demonstrated in all directions, so as to be able to set out the feasibility, necessity and specific implementation of the moon culture brand from the actual situation of the scenic spot. (a) The case; Third, based on the resource advantage of the Mingyue Mountain and the consumption demand of the contemporary people, the "the month of the month, the spring moon, the moon, the peasant month, the month of the month"-based, more comprehensive and in-depth design of the industrial planning of the moon culture brand, with a view to being able to integrate the existing industrial structure of the Mingyue Mountain and promote the production upgrading of the industry and fourthly, on the basis of the culture and industrial resources of the whole moon mountain, the moon culture brand of the Mingyue Mountain is multi-channel and all-round social promotion, so that the morphological advantage of different media can be played, and the target population at all levels can be realized
【学位授予单位】：南昌大学
【学位级别】：硕士
【学位授予年份】：2012
【分类号】：G124;F592.7

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