(一)周庄的品牌定位………………………………………………………………………4
(二)周庄品牌环境打造……………………………………………………………………4
1.完善景区服务…………………………………………………………………………… 4
2.设计周庄特色标识……………………………………………………………………… 5
(三)周庄的品牌宣传……………………………………………………………………… 5
1.各式各样的宣传活动……………………………………………………………………5
2.打造周庄的"古镇记忆"………………………………………………………………5
(四)周庄的品牌延伸……………………………………………………………………… 5
四,古镇品牌化发展策略……………………………………………………………………6
(一)找准自身特色进行品牌定位…………………………………………………………6
1.特色定位……………………………………………………………………………………6
2.成功的旅游形象定位………………………………………………………………………6
(二)打造品牌环境和设计特色标识………………………………………………………6
1.打造优质人居环境……………………………………………………………………… 6
2.设计特色古镇标识……………………………………………………………………… 6
(三)加大古镇品牌宣传力度……………………………………………………………6
1.拓宽宣传措施……………………………………………………………………………6
2.打造"古镇记忆"………………………………………………………………………6
(四)合理规划挖掘古镇品牌价值……………………………………………………7
(五)完善以保护为主的古镇品牌维护和经营理念……………………………………7
致谢……………………………………………………………………………………………8
参考文献………………………………………………………………………………………8
古镇品牌化发展策略的思考
--以周庄为例
公共事业管理专业学生 单婵
指导教师 谭放
摘要:本文参考现有的文献资料,从多个角度对古镇保护与开发的现状进行考察,总结出古镇品牌化发展等方面的不足,并且从古镇自身发展和消费者的角度阐述古镇品牌化的意义,提高古镇的品牌形象.着重探讨了在古镇开发过程中,如何利用古镇自身的文化资源树立古镇品牌.同时在文中结合周庄发展的实例,从周庄品牌打造的品牌定位,品牌环境打造,品牌宣传,品牌延伸四个方面分析周庄品牌化发展的相关策略,为古镇的品牌化发展提出一些可行性的对策.
关键词:古镇;文化资源;品牌化;周庄
Old Town Brand Development Strategy Ponder
--A Case Study of ZhouZhuang
Student majoring in Public Administration SHAN Chan
Tutor TAN Fang
Abstract:This article refers to the existing literature material, carries on the inspection from many angles to the old town protection and the development present situation, summarizes aspect and so onold town brand development insufficiencies, and elaborates the old town brand significance fromoldtown own development and consumer's angle. Has discussed emphatically in the old town performance history, how to set up the old town brand using the old town own culture resources and improve the brand image of the old town. Meanwhile unifies the example which in the article Zhouzhuang develops, analyzes the Zhouzhuang brand development from Zhouzhuang brand making various aspects the related strategy, proposes some feasible countermeasure for the old town brand development.

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