【作者】 陈琛；

【导师】 王岗峰；

【作者基本信息】 福建师范大学 ， 社会学， 2010， 硕士

【摘要】 作为福州“四大文化品牌”之一,三坊七巷是福州城市文化现代化进程的最佳浓缩与有力见证,形成并发展三坊七巷文化品牌既是福州城市建设的时代需求,又是三坊七巷文化自身的必然趋势。在这个基础上,三坊七巷文化品牌的传播显得尤为关键,通过对三坊七巷丰厚的物质文化遗产与非物质文化遗产资源的整合与宣传,能使人们形成品牌印象、了解品牌内涵、共筑品牌情感,从而实现品牌的价值转换功能,在本质上对福州的城市形象进行塑造,对福州的城市文化进行推广。其重点在于,三坊七巷文化品牌的传播内涵应如何定位?传播主体的主观能动性应如何发挥?传播媒介应如何选择?有哪些极富时代特色的传播方式值得参考与借鉴?在传播过程中应当着重把握哪些基本原则?为此,本文将综合社会学、营销学、史学、传播学等相关理论与知识,运用文献归纳、逻辑分析、比较分析等方法从理论上深入分析三坊七巷文化品牌形成与发展的背景,并结合实际建设案例具体探讨三坊七巷文化品牌的传播战略。更多还原

【Abstract】 As one of the "Four Famous Cultural Brands" in Fuzhou, the "Three Lanes and Seven Alleys" is both the best concentration and the most powerful witness to the cultural modernization process of Fuzhou. To form and develop the "Three Lanes and Seven Alleys" cultural brand is not only the requirement of the city construction in Fuzhou, but also the trend of the culture itself. On this basis, the spread of the cultural brand is very important. People can form a deep impression, get a thorough understanding, and establish a strong feeling of the brand through the integration and promotion of the Cultural Heritage and the Intangible Cultural Heritage. With the transformation of the value of the brand, the city image can have a better creation and the city culture can have a better promotion. So the focus is on the following issues:How to refine the connotation of the brand? How to excite the initiative of people? How to choose the media? Is there any advanced experience of the mode of transmission can be learned? And what basic principles should be grasped in the dissemination process? In this paper, I will put together the theory of sociology、marketing、history and communication, to theoretically in-depth analyze the background of the formation and development of the "Three Lanes and Seven Alleys" cultural brand with literature induction analysis、logic analysis and comparative analysis. And further more, I will specifically discuss the communication strategies of the "Three Lanes and Seven Alleys" cultural brand with the actual construction cases.更多还原