从传播人类学视角看非物质文化遗产品牌塑造——以《利悠热谐谐》为例

On Building Brand of Intangible Cultural Heritage from Anthropological Perspective——A Case Study of Happy and Prosperous

打造非物质文化遗产品牌是少数民族地区经济发展的重要途径之一。但在非物质文化遗产的开发过程中却往往因不得其法而浪费了宝贵的文化资源。以贵州省册亨县为例,民族歌舞剧《利悠热谐谐》作为该县非物质文化遗产中的一个品牌,其品牌标识与品牌形象尚不够鲜明,品牌文化融入度有待升华,未能凝聚成推动当地经济发展的品牌资产。因此,通过从品牌识别、品牌形象、品牌文化、品牌延伸等四个方面重塑该剧品牌,凝聚其品牌资产,使之成为册亨县旅游经济发展的主力军,同时也可作为其他民族非物质文化遗产品牌塑造的参考模式。

Creating a brand of intangible cultural heritage almost become the preferred path of economic development in Minority Areas. However,the improper development of intangible cultural heritage often leads to the waste of valuable resources of ethnic culture. Taking Ceheng Country in Guizhou for an example,its Buyi Ethnic song and dance performance： ＂ Happy and Prosperous＂ as a brand of the intangible cultural heritage industry fails to show its distinctive image,therefore,it is still required to incorporate culture so as to become a brand to promote the local economic development. So it is suggested in the study that the brand of this performance should be reshaped and its brand assets should be accumulated from four perspectives including brand identity,brand image,brand culture and brand extension,so as to make it become the main force for the tourism economic develop ment in Ceheng County,and to provide reference for creating the brand for other intangible cultural heritages.