文化创意市集品牌化建构研究——以“NEED!”为例

Research on Branding Construction of Cultural and Creative Markets—A Case Study of “NEED!”

摘要: 文章以青年文化品牌“NEED！”为研究对象，结合其在线平台、线下市集及品牌传播实践，分析创意市集品牌化建构中的品牌定位、文化内容组织与传播协同。其品牌实践主要表现为：以复古文化及相关青年文化议题形成差异化定位，通过多类型活动与摊主参与扩展文化体验场景，并借助在线内容发布与线下活动形成联动。研究据此归纳创意市集品牌化建构的主体策略、多元文化承载路径及媒介信息整合思路。

Abstract: Taking the youth culture brand “NEED!” as a case study, this paper examines brand positioning, cultural content organization, and communication coordination in the branding of creative markets by analyzing its online platforms, offline market events, and brand communication practices. The branding practices of “NEED!” are primarily characterized by the establishment of a differentiated positioning grounded in vintage culture and related youth cultural themes, the expansion of cultural experience scenarios through diversified activities and vendor participation, and the coordination of online content dissemination with offline events. On this basis, the study identifies strategies of the actors involved, pathways for accommodating diverse cultural content, and approaches to integration of media information in the branding of creative markets.