传统手工艺区域品牌的塑造与传播路径探析——以“山东手造”为例  

Analysis of the shaping and dissemination path of traditional handicraft regional brands——Taking"Shandong Handmade"asanexample

作　　者：祝晓彤 王立强 Zhu Xiaotong;Wang Liqiang

机构地区：[1]山东大学新闻传播学院,山东济南250100

出　　处：《东岳论丛》2024年第6期45-53,191,共10页DongYue Tribune

基　　金：山东省社科规划项目“‘山东手造’的品牌化建设与数字整合营销传播策略研究”(批准号:22DXWJ03)阶段性研究成果。

摘　　要：传统手工艺是中华文化的重要组成部分。文化软实力对于形塑国家形象意义深长,文化自信日益关乎国家未来发展。塑造传统手工艺区域品牌既是文化发展的需要,也是城市与国家品牌建设的应有之义。本文以“山东手造”为例,探讨在当前主要依靠个体力量发展手工艺的格局下,地方政府主导建设传统手工艺区域品牌的实施路径。政府通过组织举办各类赛事活动、建设展览场馆空间、融合多项渠道传播等方式,完成了品牌的初期建设;同时也显露出现有传播尚存在受众、空间与场域“区隔”明显的问题。为此,建议基于CIS系统理论,从视觉、行为、理念三个层面着手塑造与传播品牌,以实现公众“眼的看见”“手的体验”“心的呼应”层层递进的品牌认同路径。Traditional handicrafts are an important component of Chinese culture.Cultural soft power has a profound meaning in shaping a country’s national image,and cultural confidence is increasingly related to the future development of the country.Creating a regional brand for traditional handicrafts is not only a necessity for cultural development,but also a necessary part of urban and national brand building.This article takes“Shan-dong Handicraft”as an example to explore the implementation path of local governments leading the construc-tion of traditional handicraft regional brands in the current pattern of relying mainly on individual strength to develop handicrafts.The government has completed the initial construction of the brand by organizing various sports events,constructing exhibition venue spaces,and integrating multiple channels of communication.At the same time,it also reveals that there is still a clear problem of audience,space,and field separation in the dissemination.Therefore,based on the CIS system theory,it is recommended to shape and disseminate the brand from three levels:visual,behavioral,and conceptual,so as to achieve a progressive path of brand iden-tity for the public,which includes"visual perception","hand experience",and"heart response".

关 键 词：传统手工艺 区域品牌 山东手造 CIS系统 

分 类 号：C123[社会学]