消费时代的奢侈品和中国非物质文化遗产关系论

Luxury consumption of the times and the relationship of Chinese Intangible Cultural Heritage

对美的追求一直存在人类历史进程中,美的形式与生活状态息息相关。奢侈品与非物质文化遗产,看似没有关联的两个概念,却存在千丝万缕的联系。两者都是人类孜孜不倦追求美,用细节成就完美的典范,都是各民族杰出的文化现象,生活方式,也映射了文化产业的未来发展状态。本文论述了奢侈品和非物质文化遗产的共同特征,认为应建立文化的消费观念,从审美的层面上看待奢侈消费。理解中国的非物质文化遗产同样是奢华的体验,它们和欧洲奢侈大品牌一样有悠久的历史背景、手工精制技巧、文化的体验空间,是中国品牌走向世界的有力支撑,具有世界人民最为珍视和认可的中华民族传统文化个性。在中国奢侈品牌形象策划推广中,我们解构、创新、组合物质性的消费品与非物质文化遗产概念,有机融合商业元素与文化元素,通过规模化运作提升行业竞争力,将会实现文化传承下的产业复兴。

The quest for beauty has always existed in human history. Beautiful form and life condition are closely linked. Luxury and non-material cultural heritage,two seemingly unrelated concepts are in fact closely related. Both are human pursuit for perfection,the reflection of outstanding national cultural phenomenon,lifestyle,and the mapping of future development of cultural industry. This article discusses the common features of the luxury and non-material cultural heritage. The author thinks that the idea of cultural consumption should be established,and luxury consumption should be viewed from the aesthetic level. Understanding China’s intangible cultural heritage is also a luxurious experience. Similar to European name brand,they boast of glorious history,refined craftsmanship and cultural experience space. With unique Chinese traditional culture,they are powerful support for Chinese brand to move toward the world. In promoting the image of Chinese luxury,by deconstructing,innovating and combining material consumer goods and intangible cultural heritage concept,fusing commercial elements with cultural ones,and promoting professional competitive power through large-scale operation,we will realize industrial revival with cultural inheritance.