文化认同视角下非遗文创品牌模型构建研究

非遗文化是非遗文创品牌的重要构成要素,其文化价值和消费者文化认同对非遗文创品牌具有重要影响。本文提出非遗文创产品属于典型的文化消费范畴,文化认同视角下非遗文创品牌模型由文化驱动、文化体验、文化传播三个要素构成,分别构成了非遗文创品牌的品牌自驱力、品牌记忆力和品牌生命力。旨在为非遗文创的品牌发展和建设提供新的方法体系。

Intangible cultural heritage is an important component of non heritage cultural and creative brands,and its cultural value and consumer cultural identity have a significant impact on non heritage cultural and creative brands.This article proposes that non heritage cultural and creative products belong to the typical category of cultural consumption.From the perspective of cultural identity,the non heritage cultural and creative brand model consists of three elements:cultural drive,cultural experience,and cultural dissemination,which respectively constitute the brand self drive,brand memory,and brand vitality of non heritage cultural and creative brands.Intended to provide a new methodological system for the development and construction of non heritage cultural and creative brands.