黑龙江省赫哲族黑金文化品牌的塑造与发展策略  

Shaping and Development Strategies of the Hezhe Black Gold Cultural Brand in Heilongjiang Province

作　　者：李凯旭[1] 刘宇会[1] LI Kai-xu;LIU Yu-hui(Jiamusi University,Jiamusi,Heilongjiang,154007,China)

机构地区：[1]佳木斯大学,黑龙江佳木斯154007

出　　处：《武汉商学院学报》2023年第6期87-91,共5页Journal of Wuhan Business University

基　　金：国家社会科学基金一般项目《赫哲—那乃跨界民族文化变迁比较与产业融合发展研究》(项目编号:18BMZ056);黑龙江省哲学社会科学研究一般项目《命运共同体视域下中俄“黑金部落”文化认同整合与创新交融研究》(项目编号:22MZB161)。

摘　　要：黑金文化是赫哲族民族文化的重要组成,要想使其脱颖而出必须走特色化发展道路。以黑龙江省赫哲族黑金文化的发展优势及存在问题作为切入点,分析了黑金文化发展所面临的机遇与挑战,并进一步界定了赫哲族黑金文化品牌的内涵,从市场定位、品牌形象和品牌传播三个角度提出了黑龙江省赫哲族黑金文化品牌的塑造策略,进而针对这三个方面阐述了赫哲族黑金文化品牌的发展策略,为少数民族文化传承与弘扬以及少数民族聚居地的社会经济发展提供参考与借鉴。Black gold culture,an important component of the Hezhe ethnic culture,must take the road of characteristic development so as to stand out.Taking Hezhe black gold culture in Heilongjiang Province as its focal point,this paper analyses the development opportunities and challenges that arise in the development of black gold culture.Additionally,it defines the connotation of Hezhe black gold culture brand,puts forward strategies for its establishment from the perspectives of market positioning,brand image and brand dissemination,and then elaborates on its development strategies according to such three aspects.These strategies aim to provide valuable insight for the inheritance and promotion of ethnic minority cultures,as well as for the socio-economic development of ethnic minority settlements.

关 键 词：赫哲族 黑金部落 文化品牌 

分 类 号：F592.7[经济管理—旅游管理] G127[经济管理—产业经济]