发展“藏羌文化产业”的理路与策略

THEORY AND STRATEGY IN DEVELOPING “TIBETAN-QIANG CULTURAL INDUSTRIES”

中国的文化发展和文化产业,正遭遇现代西方文化+中国传统文化+红色革命文化的"三重门"困惑。灾后重建,千方百计,抢救、恢复、保护和发展藏羌文化,乃其关键一端;而以发展文化产业来推动抢救、恢复、保护和发展藏羌文化,乃其关键一处。可以依循"文化差异-文化产业特色-市场区隔定位"的理路推进文化产品的开发。藏羌文化滋养于岷江,古蜀文化源于岷江,发展藏羌文化与产业,自然该抓住"岷江文化",不仅有利于保护母亲河岷江,而且也是阿坝州发展藏羌文化产业的一个战略切入点。发展藏羌文化产业,需要把藏文化元素、羌文化元素和藏羌文化元素同时代元素也就是市场需求结合起来。

China’s culture development and cultural industries are facing 'three gates'confusion: western culture + Chinese traditional culture + red revolution culture. Regarding to the reconstruction work after the disasters,to rescue,restore,protect and develop Tibetan-Qiang culture by all manner of means is one side of the key work; and to push the work of rescuing,restoring,protecting and developing through developing cultural industries is the other side of the key work. The author suggests that a theory of 'culture differences-cultural industries of specialties-market segments positioning' could be followed so as to promote the exploitation of cultural products. Tibetan-Qiang culture nourishes in the Minjiang River and the ancient Shu culture originates from the Minjiang River,therefore,the development of Tibetan - Qiang culture and industries should naturally grasp 'the Minjiang River culture'. That will be not only good for the protection of the mother river Minjiang,but also become a strategic point of developing Tibetan-Qiang cultural industries in Aba Prefecture. To develop Tibetan - Qiang cultural industries needs to combine Tibetan cultural element,Qiang cultural element and Tibetan - Qiang cultural element with the element of the age,that is,market demand.