摘要
首先,对“月亮文化”这一核心概念以及旅游文化品牌的概念和特征进行多
层面的解读,以期能够为宜春打造月亮文化品牌奠定坚实的理论基础和注入深
厚的文化底蕴;
其次,对明月山和月亮文化的关系进行多方位的论证,以期能够从景区的
实际情况出发,阐述明月山打造月亮文化品牌的可行性、必要性和具体实施方
第三,将立足于明月山的资源优势和当代民众的消费需求,以“山月、泉月、
禅月、农月、书月”为核心,更为全面、深入地设计月亮文化品牌的产业规划,
以期能够整合明月山现有的产业格局,推动产业升级;
第四,在整合明月山的文化与产业资源的基础上,对明月山的月亮文化品
牌进彳T多渠道、全方位的社会推广,以期发挥不同媒体的形态优势,并实现在
各级目标人群中的有效传播。

关键词:旅游文化品牌;策划
ABSTRACT
First of all. to the moon culture as the core concept and tourism culture brand
concept and features of multifaceted reading, in order to be able to make the moon
yichun culture brand laid a solid theoretical foundation and injection deep cultural
inside information;
Secondly. MingYueShan and the moon to the relationship of culture
multi-faceted argument, the author hope to from the scenic spot of the actual
conditions, this paper expounds MingYueShan make the moon culture brand of
feasibility, necessity and concrete implementation scheme;
Third will be based on MingYueShan resources superiority and the
contemporary people's consumption demand, with mountain month, spring month,
zen month- agriculture month, book month as the core, more comprehensive and
thorough design the moon culture brand of industry planning- the author hope to
MingYueShan integration of existing industrial structure, promote industrial
upgrading;
Fourth, in MingYueShan integration of culture and industrial resources on the
basis of the moon MingYueShan culture brand for multi-channel, omni-directional
social promotion, so as to exert different media form advantage, and realize the target
population at all levels the effective communication.
Key Words: Tourism culture brand; planning