Re: city historical culture supports Ji'nan's "net red" Commercial Street commercial marriage culture to open super IP era.
broad and Furong street. In addition to the promotion of new forms of communication, the more essential reason is that these places have profound historical and cultural and local characteristics as support. Modern and historical features of the characteristic commercial block, with the Ji'nan girl Chen Xiaoxiong's "Ji'nan Ji'nan", attracted to the "card" young people think that there is a "cultural taste", there is "Ji'nan taste."
Wang Zheng, the director of the Institute of Economic Research of the Ji'nan Academy of Social Sciences, once lived in the wide and thick street, which is the place where the fire is wide and thick, and has a profound understanding of the value of history and culture.
he said that culture is the soul of a city, the development of a city can not be separated from the accumulation of history and culture, and culture is also vital to the development of business. Ji'nan is a famous historical and cultural city. It has a long history of cultural heritage and has left a lot of valuable historical and cultural wealth. These things will form a unique charm into the business. Whether it is today's broad, Furong street, or the Ming Fu City section, the old commercial port and other places, the new characteristic commercial blocks developed on the basis of profound historical and cultural heritage are innovating on the basis of inheriting the tradition, creating a historical and cultural sense of importance for the citizens and tourists, as well as adapting to the diversity of the consumption demand of modern people. Therefore, the consumption environment of commercial forms will be so popular.
in this material age, consumers lack the emotional response and temperature perception, and the emotional links between products or services and people become the important flow entrance. "Feelings" "memory" and "dream" are always the frequently tried flow tools of IP.
see the great drainage of "culture" and "feelings". Many commercial operators seek to break through the homogeneous competition and seek their own difference road. They begin to make commercial marriage culture and create a commercial project with cultural flavor and unique local characteristics. Sun Hua, general manager of Ji'nan Shun well culture square, is his One of the typical ones.
from expensive and commercial mansion to Shimao square and leniency, many commercial projects that Sun Hua has held has achieved great success. Now, he has ushered in a new challenge -- creating a new Shun Jing Cultural Square. The Cultural Plaza, which is planned to open next year, will be the first shopping center in Ji'nan and the whole country to combine with culture. The most important cultural element is "Shun culture".
"apart from the spring culture, our city has a very good heritage of Shun culture. In the past ten years, I have been calling for the promotion and publicity of Shun's culture. Shun culture should be another symbol of our city." I will continue to promote this culture and make our spring city proud of the Shun culture, so that friends from all over the country and around the world will have a better understanding of our city. Sun Hua said.
in order to make use of the super IP of Shun culture, Shun well culture square also invested huge capital to create the original children's drama "young Shun", excavate the Shun culture from various angles, and merge with business operation.
History and culture and mass consumption innovation integration
modern commercial marriage city culture, retro wind plus sentiments, successful business cases everywhere. Before some of the characteristic blocks of Ji'nan became "net red card", the new world of Shanghai and the ocean of Chengdu were widely known, but these successful characteristic blocks were not only relying solely on historical traditions, but were innovated on the basis of their own historical and cultural heritage.
many scholars, including Wang Zheng, believe that the characteristic commercial block is an important carrier and window to disseminate the city's commercial culture, reflect the commercial character and carry the commercial connotation. In the construction of the characteristic commercial block, we should take its own characteristic historical culture as the main body, integrate all kinds of cultural and commercial elements along the block, form the characteristic historical and cultural tourism industry chain and create its own unique brand.
Ji'nan, after "may one" became "net red", the director of the Department of circulation development of the Ministry of Commerce, Zheng Wen, was also "famous" to investigate the construction of high grade pedestrian street. In his communication, he said that the construction of high grade pedestrian street should be based on the background of local culture, combined with regional advantages, combined with local history, culture and folklore, building a perfect function, brand agglomeration, dynamic and static separation, which can meet the needs of different levels of high grade walking street. In addition to the historical and cultural factors, the commercial streets of
and Furong Street are more attractive to young people. Traditionally, traditional commercial blocks are often a simple patchwork of "traditional street landscape modern commercial products". However, a popular characteristic of the successful commercial blocks is to pay more attention to the relationship between historical culture and mass consumption, and to transmit their cultural connotations with human, personal and dynamic expressions. Pass it to the consumer.
the innovation and integration of history and culture and mass consumption, let everyone come here to meet their own consumption needs, and then through their own "culture" "feelings" and other super IP to attract young consumer groups like Ma Yueshan, is becoming more and more characteristic of business items to turn into the "net red card place" magic weapon.