乡村振兴背景下非物质文化遗产品牌化发展策略研究--以贵州荔波白裤瑶陀螺为例  

On the Brand Development Strategy of Intangible Cultural Heritage under the Background of Rural Revitalization--Taking Guizhou Libo Baiku Yao Gyro as an example

作　　者：何春感 吴燕[1] 张巧巧 阳武 He Chungan;Wu Yan;Zhang Qiaoqiao;Yang Wu(School of Physical Education,Guizhou Normal University,Guiyang Guizhou 510001,China)

机构地区：[1]贵州师范大学体育学院,贵州贵阳550001

出　　处：《武术研究》2022年第12期96-99,共4页Wushu Studies

基　　金：贵州省教育厅高校人文社会科学研究2019年青年项目,编号:20198n030。

摘　　要：目的:依托乡村振兴的战略背景,立足贵州荔波非物质文化遗产深厚的文化资源,探索如何深化非物质文化遗产品牌特色,塑造非物质文化遗产所特有形象的品牌化策略,从而实现农村、农民致富,推动乡村文化振兴,提升文化自信。方法:运用文献资料法、逻辑分析法,探究乡村振兴战略背景下非物质文化遗产品牌化发展的困境,并提出发展对策。结论与建议:发展困境:缺乏品牌意识;品牌定位模糊;地域文化与品牌化结合不佳。发展策略:树立品牌意识;塑造个性化的品牌形象;融合地域文化凸显民族特色。Objective:relying on the strategic background of Rural Revitalization and based on the profound cultural resources of Guizhou Libo intangible cultural heritage,to explore how to deepen the brand characteristics of intangible cultural heritage and shape the brand strategy of the unique image of intangible cultural heritage,so as to realize the prosperity of rural and farmers,promote rural cultural revitalization and enhance cultural confidence.Methods:using the methods of literature and logical analysis,this paper explores the dilemma of the brand development of intangible cultural heritage under the background of Rural Revitalization Strategy,and puts forward the development countermeasures.Conclusions and suggestions:development dilemma:lack of brand awareness;Vague brand positioning;The combination of regional culture and branding is poor.Development strategy:establish brand awareness;Create a personalized brand image;Integrate regional culture and highlight national characteristics.

关 键 词：乡村振兴 非物质文化遗产 品牌化 体育文化 

分 类 号：G85[文化科学—民族体育]