文化认同视角下前童元宵行会非遗文创品牌构建研究  

The Brand Building Research of Intangible Cultural Heritage Creative Brand of Qiantong Lantern Festival Temple Fair From the Perspective of Cultural Identity

作　　者：明兰[1] MING Lan

机构地区：[1]南华大学建筑与设计艺术学院

出　　处：《丝网印刷》2024年第18期6-9,共4页Screen Printing

基　　金：2022年度湖南省社会科学成果评审委员会课题“文化认同视角下非遗文创产品品牌价值模型构建研究”(编号XSP22YBC349)的阶段性成果。

摘　　要：前童古镇作为非遗传承型传统村落,古镇的国家级非遗文化“前童元宵行会”承载着重塑文化认同、传承非遗文化、赋能乡村文旅三大价值功能。为进一步提升前童元宵行会的知名度,文章从文化认同视角研究前童元宵行会的品牌构建,提出以文化认同集体记忆符号打造品牌视觉、以文化认同场域构建打造品牌营销,并完成相关设计实践。旨在促进村落家族文化认同,并拓展至消费者文化认同,实现非遗文化的保护与传承,赋能古镇乡村文旅发展。As a traditional village with intangible cultural heritage,the Qiantong Lantern Festival Temple Fair as the national intangible cultural heritage of the Qiantong ancient town carries the three value functions of reshaping cultural identity,inheriting intangible cultural heritage and empowering rural cultural tourism.In order to further enhance the popularity of the Qiantong Lantern Festival Temple Fair,this paper studies its brand construction from the perspective of cultural identity.It is proposed to build brand vision with collective memory symbol based on cultural identity and build brand marketing with cultural identity fi eld,and complete relevant design.It aims to promote the cultural identity of village families,expand to the cultural identity of consumers,realize the protection and inheritance of intangible cultural heritage,and enable the rural cultural tourism development of ancient town.

关 键 词：文化认同 非遗文创 品牌构建 前童元宵行会 

分 类 号：G124[文化科学]