桃花坞品牌形象重塑的研究.pdf

段。关键词:桃花坞;品牌形象;形象重塑;发展策略 Abstract Suzhou is an area which have full—bodied humanistic feeling,humanistic connotation andhumanistic TaoHuaWu ofSuzhou was once enjoyed great popularity athome and abroad because oftheglory ofwooden New Year pictures However,along withthetransformation from farming civilization era toindustrialized modern civilization,this kind ofthemost initialfolk artisgradually desalting in people、S visualfieldwhich was closed survival anddevelopment ofthe artofwooden New Year pictures inTaoHuaWu region isfaced with severe challenge,the whole region issinking into a development dilemma the rapid development oftheWorld Economy,the society has entered into abrand management economy era,still further as an era ofimage petition In the future is not only the price and products,but also petition ofthebrand image. This article isbased on theafreshshaping ofTaoHuaWu‘S brand image asthe main researchobject,starting from how tomake the TaoHuaWu get ridofthe embarrassing circumstances incontemporary society,making theachievement of tbrmalist research and fieldresearch of theTaoHuaWu’S wooden New Year bined with modem advanced technology ,protect idea and market bining art innovation and economic innovation to change the protection of firenew image brand Remodeling andprotecting tactics on theTaoHuaWu thecharacteristic and development direction of TaoHuaWu image brand remodeling by leam from essful image examples and needs tofully understand the current situation ofTaoHuaWu image,and clear out model mentality,target anddevelopment strategy inthefuture. 2As theresult,the main problem waiting tosolve ishow toseek new ways of development,realize thenew development ofTaoHuaWu thiscontext,to accurate brand positioning ofTaoHuaWu region,establish TaoHuaWu region image, to the overall image ofreshaping TaoHuaWu region and theestablishment ofthe national culturebrand