中国演艺民俗品牌的更新与传播

发布时间：2018-04-13 06:01

本文选题：文化策划 + 民俗文化　；参考：《华中科技大学》2006年硕士论文

【摘要】： 本研究是建立在演艺民俗在现代社会经济生活中重新复苏,开始走上品牌发展之路、但缺乏个性化品牌传播研究的前提下,主要结合民俗学、传播学、市场营销学等学科的理论、方法和文化产业方面的相关理论,对演艺民俗的品牌传播问题进行专门研究。从分析演艺民俗的内涵及个性特征出发,本研究将首先对中国的演艺民俗品牌的发展现状、影响因素、目前存在的问题进行梳理,并结合整合营销传播理论、品牌定位理论、公关理论等,探讨在市场经济条件下,如何挖掘演艺民俗的品牌资源,如何进行演艺民俗产品品牌的市场推广,以及演艺民俗如何进行个性化的品牌传播,从而为演艺民俗的品牌发展提供借鉴,也对从事演艺民俗活动的企业、民间团体进行演艺民俗产品的品牌传播提供借鉴,也希望本研究能为一些借助民俗文化资源打造城市名片的城市或政府提供一些启发性建议。
[Abstract]:This study is based on the revival of performing arts folklore in modern social and economic life, and begins to take the road of brand development, but without the research of individualized brand communication, it mainly combines folklore and communication.The theories, methods and cultural industry of marketing and other disciplines have made a special research on the brand communication of performing folklore.Based on the analysis of the connotation and personality characteristics of performing arts folklore, this study will first sort out the current situation, influencing factors and existing problems of the performing arts folklore brand in China, and combine with the integrated marketing communication theory and brand positioning theory.The theory of public relations discusses how to excavate the brand resources of performing folklore, how to popularize the brand of performing folklore products, and how to carry out individualized brand communication under the condition of market economy.In order to provide a reference for the brand development of performing folklore, but also for enterprises engaged in performing folklore activities, non-governmental organizations to carry out the brand dissemination of performing folklore products.It is also hoped that this study can provide some enlightening suggestions for some cities or governments that make use of folklore cultural resources to create city business cards.
【学位授予单位】：华中科技大学
【学位级别】：硕士
【学位授予年份】：2006
【分类号】：J124

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