文化记忆理论视域下的民族品牌可持续发展——以景宁“中国畲乡”为例  

Research on the Sustainable Development of National Brands from the Perspective of Cultural Memory Theory——A Case Study of"Chinese She Villages"in Jingning

作　　者：陈立萍[1] 

机构地区：[1]浙江万里学院

出　　处：《创意与设计》2024年第5期89-95,共7页Creation and Design

基　　金：浙江省软科学研究计划项目(2023C35046);2022-2023年度浙江省文化和旅游厅科研与创作项目

摘　　要：品牌是符号学在经济领域的主要表征。文化记忆具备初始的品牌特征,也是一种符号系统。文化记忆在传承过程中呈现出的6个特征与品牌基于主体能动性的5个向度在发生机制和构建原理上具有相似性和交叉性。文化记忆通过构建主体内在凝聚力和外在识别性而获得本民族的群体身份认同,民族品牌通过主体的主动能力与主观能动性强化记忆、突显符号、构建形象。本文依据文化记忆理论,深入思考民族品牌的可持续发展问题,探索民族文化记忆与景宁“中国畲乡”品牌的互文性对话,并展开基于可持续发展为目标的“中国畲乡”品牌识别与传播。Brand is the main representation of semiotics in the economic field.Cultural memory has the initial brand identity and is also a system of symbols.The six characteristics of cultural memory in the process of inheritance are similar and intersecting with the five dimensions of the brand based on the agency's agency in terms of occurrence mechanism and construction principle,Cultural memory obtains the group identity of the nation through the construction of the internal cohesion and external recognition of the subject,and the national brand strengthens the memory,highlights the symbols and constructs the image through the initiative and subjective initiative of the subject:Based on the theory of cultural memory,this paper deeply considers the sustainable development of national brands,explores the intertextual dialogue between national cultural memory and Jingning's"Chinese She Villages"brand,and develops the brand recognition and communication of"Chinese She Villages"based on sustainable development.

关 键 词：民族品牌 文化记忆 品牌主体自觉 可持续发展 中国畲乡 

分 类 号：G127[文化科学] F273.2[经济管理—企业管理]