基于BEW的济南泉水节品牌体验模型的建立-包装工程.PDFVIP

第 37 卷 第 24 期 包 装 工 程 2016 年 12 月 PACKAGING ENGINEERING 79 基于 BEW 的济南泉水节品牌体验模型的建立 徐小宁 （山东工艺美术学院，济南 250021 ） 摘要： 目的 泉水是济南的灵魂，也是济南人的文化标记，更是这座城市闻名于世界的标志。济南 市委、市政府希望借泉水节这一品牌，成为沟通济南与国内其他城市乃至国际社会的重要纽带。通 过建立济南泉水节品牌体验模型，深入探讨该节日对济南城市发展的意义，并借此方式推动旅游业 的发展和营造良好的投资环境。方法 通过对品牌体验轮和消费者体验层级的研究，结合人类的五 感体验，探索加强泉水节体验的途径。结论 通过建立泉水节品牌体验模型，加强泉水节的品牌建 设，提升泉水节体验，保持该节持久的生命力和影响力。 关键词：泉水节；品牌体验轮；五感体验 中图分类号：J511 文献标识码：A 文章编号： 1001-3563(2016)24-0079-06 Jinan Spring Festival Brand Experience Model Based on BEW XU Xiao-ning (Shandong Arts and Design University, Jinan 250021, China) ABSTRACT: Spring is the soul of Jinan, is also the cultural symbol, which is the logo of the city. Jinan government wish to regards this festival as a bridge to communicate with the other cities in the world, plus, push the development of the travel industry. Through the establishment of Jinan Spring Festival brand experience model, it in-depth studies the mean- ing of festival to Jinan city development, and to promote the development of the tourism industry and create a good in- vestment environment. Through the research of the brand experience wheel and the levels of customers experience, com- bined with the five sense of human experience, it explore sways to strengthen the Spring Festival experience. Through the establishment of Spring Festival brand experience model, it can strengthen the Spring Festival brand building, enhance the spring festival experience, and maintain the vitality and influence of the festival lasting. KEY WORDS: Spring Festival; brand experience wheel; five senses experience 城市是一个国家的文化、政治和经济中心， 城市综合竞争力。近年来，为了吸引更多的游客 在经济发展的过程中承担着重要作用。