毛南族“分龙节”品牌形象设计与传播路径研究  

Research on Brand Image Design and Communication Path of Maonan“Fen Long Festival”

作　　者：林家琪 LIN Jiaqi(Beihai University of Art and Design,Beihai 536000,China)

机构地区：[1]北海艺术设计学院,广西北海536000

出　　处：《鞋类工艺与设计》2025年第5期51-53,共3页SHOES TECHNOLOGY AND DESIGN

摘　　要：毛南族独有的“分龙节”涵盖诸多民族文化元素,是毛南族重要的“非遗”文化节,是广西重要的民族节庆品牌,其活动内容充分展现了毛南族的文化内涵和宗教信仰。因此,有必要对环江县毛南族“分龙节”的传统艺术及其文化内涵进行研究。笔者以毛南族分龙节的仪式活动与民俗文化为切入点,将毛南族“分龙节”活动品牌化,尝试提出其品牌形象的设计思路以及品牌形象的推广方法,为互联网新时代下分龙节品牌的传播及发展提供借鉴与参考,并为毛南族民俗文化宣传和输出提供更多的途径和方式。The unique“Fen Long Festival”of Maonan nationality covers many ethnic and cultural elements,is an important“non-heritage”cultural festival of the Maonan ethnic group,is an important ethnic festival brand in Guangxi,and its activities fully show the cultural connotation and religious beliefs of the Maonan ethnic group.Therefore,it is necessary to study the traditional art and cultural connotations of the Maonan“Fen Long Festival”in Huanjiang County.The author takes the ceremonial activities and folk culture of the Maonan Splitting Dragon Festival as the entry point to brand the Maonan“Fen Long Festival”,and tries to put forward the design idea of its brand image and the promotion method of the brand image to provide reference for the dissemination and development of the brand of the festival in the new era of the Internet,and provide more ways and means of the propaganda and export of the folk culture of the Maonan ethnic group.It also provides more ways and means for Maonan folk culture propaganda and output.

关 键 词：毛南族“分龙节” 品牌形象设计 品牌传播 

分 类 号：K892.3[历史地理—民俗学]