国际中文开源期刊平台

基于AISAS模型的世界青瓷大会品牌塑造与传播路径研究

Research on Brand Building and Communication Path of World Celadon Congress Based on AISAS Model

管理前沿 / 2023,5(3)：11-23 / 2023-06-26 199 184

查看全文 下载文档

• 作者： 叶菲      陈令仪      江盈盈     
• 单位：

  浙江工商大学杭州商学院，杭州

• 关键词： 龙泉青瓷；世界青瓷大会；AISAS模型；品牌塑造和传播
• Longquan celadon; World Celadon Congress; AISAS model; Branding and communication
• 摘要： 作为全球首个入选世界非物质文化遗产名录的陶瓷类项目，龙泉青瓷是中国制瓷文化的象征，代表着中华民族杰出的艺术成就，见证了中国走向世界、世界认识中国的灿烂历程。面对新技术驱动下的会展行业创新层出不穷，以传统文化为特色的展会传播途径和传播方式有待优化和丰富。本文以龙泉世界青瓷大会为研究对象，运用AISAS模型理论来探究大会的品牌塑造和传播路径。研究发现，世界青瓷大会结合自身文化特色，传播途径主要分为渠道传播、技术借力、信息检索、直播卖货和线上线下合作宣传五个方面。在保证自身优势的同时，给用户提供多样化的展会体验，有效传播传统优秀文化。本研究旨在分享以传统文化为主题的体验型展会的成功经验，为此类型展会的品牌塑造与传播提供可行性建议。
• As the world's first ceramic item inscribed on the World Intangible Cultural Heritage List, Longquan celadon is a symbol of Chinese porcelain-making culture, representing the outstanding artistic achievements of the Chinese nation, and witnessing the splendid course of China's development to the world and the world's understanding of China. In the face of endless innovation in the exhibition industry driven by new technologies, the exhibition communication channels and communication methods featuring traditional culture need to be optimized and enriched. This paper takes the Longquan World Celadon Conference as the research object, and uses the AISAS model theory to explore the brand building and communication path of the conference. It is found that the World Celadon Congress combines its own cultural characteristics, and the communication channels are mainly divided into five aspects: channel communication, technical leverage, information retrieval, live broadcast sales and online and offline cooperative publicity. While ensuring its own advantages, it provides users with a diversified exhibition experience and effectively disseminates traditional excellent culture. This study aims to share the successful experience of experiential exhibitions with traditional culture as the theme, and provide feasible suggestions for the branding and communication of such exhibitions.
• DOI： https://doi.org/10.35534/fm.0503002
• 引用： 叶菲，陈令仪，江盈盈．基于AISAS模型的世界青瓷大会品牌塑造与传播路径研究［J］．管理前沿，2023，5（3）：11-23．