从“草根”到“品牌”——以新疆民族体育项目“达瓦孜”的品牌建设为例

From the Grassroots to Brand: Darwaz Brand of Ethnic Sports Event in Xinjiang as an Example

新疆民族体育项目"达瓦孜"经历了产品化、产业化和产业集群化三个建设阶段,带来了品牌效应和产业效应,但在品牌建设过程中发生了文化的变迁,引发系列问题。在政府的引导下,通过发展民族体育文化核心价值,维护民族体育文化的原生态,以文化创新机制带动文化产业有序发展,实现从文化资源向文化产业转换的文化品牌建设之路是解决问题的有效策略。

Darwaz brand,a Xinjiang ethnic sports event,has undergone its commercialization,industrialization,and industry clustering stages,and brought about the brand effect and industry effect.But the brand has also experienced the cultural changes,causing a series of problems.The effective strategy of solving the problem is： under the government’s guidance,a cultural brand strategy from the cultural resources to cultural industry is to be developed by enabling the cultural innovation mechanism to promote an orderly cultural industrial development through developing of ethnic sports cultural core value and safeguarding native ethnic sports culture.