地方非物质文化遗产产业品牌打造与实现路径——以莲花血鸭为例  

Creating and Implementing the Brand of Local Intangible Cultural Heritage Industry:A Case Study of Lianhua Blood Duck

作　　者：李平 朱剑 李金娜 李锦秀 LI Ping;ZHU Jian;LI Jin-na;LI Jin-xiu(Pingxiang University,Pingxiang Jiangxi 337000;Cultural,Broadcasting,News,and Tourism Bureau of Lianhua County,Pingxiang Jiangxi 337000;Cultural Center,Lianhua County,Pingxiang Jiangxi 337000,China)

机构地区：[1]萍乡学院,江西萍乡337000 [2]莲花县文化广电新闻出版旅游局 [3]莲花县文化馆,江西莲花337199

出　　处：《萍乡学院学报》2023年第4期62-66,共5页Journal of Pingxiang University

摘　　要：莲花血鸭具有悠久的历史和鲜明的地域文化特色,其制作技艺是莲花县具有代表性的非物质文化遗产,并且已发展成为江西省一个影响甚广的产业品牌。莲花血鸭作为地方非物质文化遗产要想进一步推广和打造产业品牌,就必须针对莲花血鸭产业面临的困难和特点,在资源整合、标准体系建设、人才培养、营销宣传等方面,借鉴其他地方非物质文化遗产产业品牌打造与推广的路径,制定相应的发展策略。Lianhua Blood Duck has a long history and distinct regional cultural characteristics.Its production technique represents the intangible cultural heritage of Lianhua County and has become a well-established industrial brand with significant influence both inside and outside Jiangxi Province.As a local intangible cultural heritage intending to further promote and build the brand,Lianhua Blood Duck should draw on the paths of branding and promotion of other local intangible cultural heritage and formulate the corresponding development strategies with regard to the difficulties and characteristics of the Lianhua Blood Duck industry,such as resource integration,construction of the standard system,talent training,marketing and publicity,and so on.

关 键 词：非物质文化遗产 莲花血鸭 品牌打造 营销宣传 

分 类 号：G124[文化科学]