晋商大院强势文化品牌构建研究-企业管理专业论文.docxVIP

PAGE PAGE 3 摘要 党的十七大报告明确提出：“当今时代，文化越来越成为民族凝聚力和创造 力的重要源泉，越来越成为综合国力的重要因素”,“激发全民族文化创造力， 提高国家软实力”。在这一背景下，山西省委、省政府提出通过实施文化强省战 略，实现从自然人文资源大省向文化强省的跨越。晋商大院作为山西文化强省 的一项重要内容，进一步做强做大品牌对山西实施文化强省战略具有至关重要 的意义。 本文运用文献回顾法与问卷调查法，对晋商大院文化品牌目前发展中存在 的问题进行了研究，研究表明：晋商大院在开发过程中存在着各自为政、雷同 开发、不和谐的内部竞争、旅游产品结构单一、缺乏差异性等问题；品牌宣传 不到位。针对上述问题，笔者提出将“整合资源与统筹规划”与“求同存异与 互动发展”作为构建晋商大院文化品牌的总体思路。在具体措施上从企业与政 府两个不同的角度提出：突出以晋商精神为核心的品牌定位；开展以晋商文化 为主的文化营销；强化整合营销传播；加强品牌延伸与维护；发挥政府能动性， 营造良好的政府环境；处理好政府推进与民间运作的关系等几项措施。 本文的创新之处在于：一是从品牌的角度切入，对晋商大院文化进行了思 考与研究；二是试图从品牌学、历史学、社会学、经济学、营销学多个领域的 交叉研究中，找到构建晋商大院文化品牌的方法与措施，对晋商大院文化品牌 进行系统打造，提升晋商大院文化品牌的竞争力。 【关键词】晋商大院 晋商大院文化 强势文化品牌 产业结构调整 Abstract The report of the partys 17th Peoples Congress pointed out : Nowadays, culture is increasingly becoming an important national cohesion and creativity, the source is increasingly becoming an important factor in comprehensive national strength, Inspiring our national creativity of the culture to enhance our national soft power . On the background, Shanxi Provincial Party Committee and Provincial Government put forward the strategy of province with a strong culture to achieve the natural and cultural resources from the big province to cultural province leap.Compounding as an important content of Shanxis culture, further strengthen and expand the brand culture of Shanxi province play a important role to implement a strategy is of crucial importance. This article uses the method of questionnaire analysis, in carries on the review of brand study , combing the present situation of Shanxi merchants compounds, has analyzed the development questions of Shanxi merchants compounds. Studies have shown that, there are some problems in the development process of Shanxi merchants compounds, such as lack of coordination , identical development, disharmony of the internal competition, tourist single product structure, lack of differentiation, etc. In order to deal with these problems, the writer holds that integration of resources and overall plann