文化融合视域下澳门手信品牌设计创新战略研究

Research on the New Strategy of Macau Souvenir Brand Design Innovation under the Perspective of Cultural Integration

摘要: 本文探讨了澳门手信品牌在文化融合的背景下如何进行设计创新战略。首先，本文对澳门手信品牌的概念和意义进行了阐述，指出澳门手信品牌具有传承文化、促进旅游、发展经济的重要作用。其次，分析了当前澳门手信品牌存在的问题和挑战，包括品牌知名度不高、产品同质化等方面。接着，提出了在文化融合视域下进行手信品牌设计创新的策略，包括加强品牌形象设计、注重文化特色和创新设计等方面。最后，阐述了如何实施品牌创新策略，提高澳门手信品牌的影响力和竞争力。本文的研究成果对于提高澳门手信品牌的品牌价值和品牌影响力，推动澳门旅游经济的发展具有重要意义。

Abstract: This article explored how Macau handicraft brands can be strategically innovated in the context of cultural integration. Firstly, the article explained the concept and significance of handicraft brands in Macau, pointing out their important role in passing on culture, promoting tourism and developing the economy. Secondly, it analyzed the current problems and challenges of Macau handicraft brands, including low brand awareness and product homogenisation. Then, innovative strategies for handicraft brand design in the context of cultural integration were proposed, including strengthening brand image design, focusing on cultural characteristics and innovative design. Finally, how to implement brand innovation strategies to improve the influence and competitiveness of Macau handicraft brands was elaborated. The research results of this paper were important for enhancing the brand value and brand influence of Macau’s handicraft brands and promoting the development of Macau’s tourism economy.