哈尔滨冰雪大世界“冰雪文化”品牌形象塑造研究

Research on the Brand Image Building of “Ice and Snow Culture” in Harbin Ice and Snow World

摘要: 今年伊始，哈尔滨“冰雪大世界”凭借其独特的魅力屡次登上热搜榜，吸引了来自全国各地的游客慕名前往，这得益于社交媒体的广泛宣传及其提供的热情服务体验。本文旨在探讨哈尔滨“冰雪大世界”如何围绕“冰雪文化”这一品牌核心，巧妙融合多元文化与现代审美，通过一系列策略如艺术展示、品牌个性塑造、统一形象系统的构建以及打造“冰雪文化”IP等，实现了其火爆的态势。同时，这些举措不仅深化了哈尔滨“冰雪大世界”的品牌形象，展现了哈尔滨丰富的多元文化特色与风貌，同时也对推动东北文化旅游产业的发展具有重要的借鉴意义。

Abstract: Since the beginning of this year, Harbin’s “Ice and Snow World” has repeatedly made its way to the trending topics list due to its unique charm, drawing visitors from all over the country who come in admiration. This is attributed to the extensive promotion via social media and the enthusiastic service experience it provides. This article aims to explore how Harbin’s “Ice and Snow World” centers on the brand core of “ice and snow culture”, cleverly integrates multiculturalism with modern aesthetics, and achieves its popularity through a series of strategies such as artistic displays, brand personality shaping, the establishment of a unified image system, and the creation of the “Ice and Snow Culture” IP. Meanwhile, these initiatives not only deepen the brand image of Harbin’s “Ice and Snow World”, showcasing the rich multicultural characteristics and styles of Harbin, but also have significant implications for promoting the development of the cultural tourism industry in Northeast China.