重庆非遗资源品牌化研究

发布时间：2018-04-19 21:12

本文选题：非物质文化遗产 + 品牌　；参考：《重庆工商大学》2017年硕士论文

【摘要】：非物质文化遗产是各族人民在长期的生活中,经过不断地实践探索,逐渐创造和积累得宝贵文化财富。它是国家和民族历史的见证,代表着整个民族智慧的结晶。非物质文化遗产作为国家传统文化的代表,对国家文化软实力的增强,具有十分重要的战略性意义。当前,国内各省市纷纷挖掘各地非物质文化资源,大力打造文化品牌,增强地方经济实力和文化实力,对非物质文化遗产的保护和开发已经成为社会各界广泛关注的话题。本文以重庆市作为研究对象,从品牌学角度进行切入,对重庆非物质文化资源品牌化问题进行研究。首先,对重庆非物质文化遗产资源梳理,并对非物质文化资源整体发展现状进行综合分析,指出合理品牌化是非物质文化遗产保护得重要途径。然后从品牌符号设计、品牌内在支撑、品牌传播策略三个方面为重庆非物质文化资源的品牌化提出建议。在品牌化的基础上,为品牌长足发展提出品牌组合战略,依据重庆非物质文化资源类型本身特性,将非物质文化资源分为文化旅游品牌、工艺产品品牌、文艺表演品牌、民俗节庆类品牌、博物馆品牌等几种类型。从目标市场选择的不同,将品牌分为国际性品牌、国家性品牌、区域性品牌等,进而对重庆非物质文化品牌进行整体的品牌组合架构。最后,为品牌长期维护提出建议,包括树立正确的文化品牌意识、注重品牌创新、慎用品牌延伸、冷静应对品牌危机等,建立和健全专门适用于非物质文化遗产品牌维护的法律法规,为品牌保护提供有力的支撑。
[Abstract]:The intangible cultural heritage is the precious cultural wealth created and accumulated gradually by the people of all ethnic groups in their long life and through constant practice and exploration. It is a witness of the history of the nation and represents the crystallization of the whole nation's wisdom. As the representative of national traditional culture, intangible cultural heritage is of great strategic significance to the enhancement of the soft power of national culture. At present, the domestic provinces and cities have excavated the local non-material cultural resources one after another, created the cultural brand energetically, strengthened the local economic strength and the cultural strength, the protection and the development to the intangible cultural heritage has already become the social various circles widespread concern topic. In this paper, Chongqing as the research object, from the perspective of brand theory, Chongqing intangible cultural resources brand issues are studied. First of all, comb the intangible cultural heritage resources in Chongqing, and analyze the overall development of intangible cultural resources, and point out that reasonable branding is an important way to protect intangible cultural heritage. Then it puts forward suggestions for the branding of non-material cultural resources in Chongqing from three aspects: brand symbol design, brand internal support and brand communication strategy. On the basis of branding, the brand combination strategy is put forward for the rapid development of brands. According to the characteristics of the types of non-material cultural resources in Chongqing, the non-material cultural resources are divided into cultural tourism brands, craft product brands, literary and artistic performance brands. Folk festival brand, museum brand and other types. The brand is divided into international brand, national brand, regional brand and so on from the different choice of target market, and then carries on the overall brand combination structure to the Chongqing immaterial culture brand. Finally, it puts forward some suggestions for the long-term maintenance of the brand, including establishing correct cultural brand awareness, paying attention to brand innovation, using brand extension carefully, and calmly coping with brand crisis, etc. Establish and perfect the laws and regulations which are suitable for the brand maintenance of intangible cultural heritage, and provide strong support for brand protection.
【学位授予单位】：重庆工商大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：G127

【参考文献】