少数民族文化品牌推进路径研究

On the Ways of Promotion for Cultural Brands of Minority People

少数民族文化品牌的价值内核是原生的、活态的和富有创造性的少数民族文化。然而,我国少数民族文化品牌在推进过程中却存在着少数民族文化掠夺性开发、少数民族文化品牌的定位不准确和大众传媒缺乏专业主义精神的困境。所以,在新一轮西部大开发与"新常态"的时代背景下,如何有效地推进少数民族文化品牌的传播就显得格外重要。研究表明:基于中央与地方的规划与政策支持,实现少数民族文化品牌推进过程中的独特性与普遍性的统一,借助现代传播手段的支撑,依靠旅游文化产业助力是有效推进少数民族文化品牌的可行性路径。

The value of cultural brands of minority people is innate, dynamic and creative. Nevertheless, in the present context of China＇ s promotion these brands are being overexploited, improperly oriented and non-professionally mediated. It is argued that under the circumstances of the New Normal it is important to effectively promote the publicity of minority people＇ s cultural brands. Our research indicates that in order to achieve the goal we should make full use of central and local government＇ s planning and policies, combine the uniqueness and universality displayed in the process of promotion, employ modern means of advertizing and marketing, and improve the reputation of minority people＇ s cultural brands through tourism and cultural industries.