| 危机管理视角下的澳门手信文化品牌升级策略 |
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| 引用本文： | 周华清,王忠.危机管理视角下的澳门手信文化品牌升级策略[J].福建工程学院学报,2021,0(5):428-433. |
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| 作者姓名： | 周华清 王忠 |
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| 作者单位： | 福建工程学院人文学院 |
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| 摘 要： | 手信是澳门重要的文化商品，在长期的发展过程中逐渐成为澳门的文化符号之一。受突发公共事件影响，澳门手信品牌遭遇发展危机。通过分析手信行业面临的内部危机与外部危机，基于4R危机管理理论，提出要建立澳门文化品牌危机管理预案、进行多元化手信产品开发、探索疫情后的手信品牌传播方式、采取从手信品牌到澳门文化品牌的升级策略，不断提升澳门手信行业的危机应对能力。
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| 关 键 词： | 澳门 文化旅游 手信 危机管理 文化品牌 |
Upgrading strategies of Macao souvenir culture brand from the perspective of crisis management |
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| ZHOU Huaqing,,WANG Zhong.Upgrading strategies of Macao souvenir culture brand from the perspective of crisis management[J].Journal of Fujian University of Technology,2021,0(5):428-433. |
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| Authors: | ZHOU Huaqing WANG Zhong |
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| Affiliation: | School of Humanities, Fujian University of Technology |
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| Abstract: | Souvenir is an important cultural commodity of Macao and has gradually become one of Macao’s cultural symbols in its long development. Under the influence of public emergency, Macao’s souvenir brand confronts its development crisis. The internal and external crises faced by the souvenir industry were analyzed. On the basis of 4R crisis management mode, it is put forward that Macao’s souvenir industry should establish the crisis management mechanism for souvenir brands, develop diversified souvenir products, explore the communication mode of souvenir brands in the Post COVID-19 era, and adopt the upgrading strategies from souvenir brand to Macao cultural brand, so as to improve the crisis response capacity of Macau’s souvenir industry. |
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| Keywords: | Macao cultural tourism souvenir crisis management cultural brand |
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