口碑、牌子与品牌:北京非物质文化遗产品牌化问题

Reputation,Sign and Brand:a Survey on Branding the Intangible Cultural Heritage in Beijing

民国时期北京非遗的"口碑"现象明显,"口碑"体现了人们在对非遗之谈论性交际中产生的地方认同。建国后公私合营运动破坏了非遗"买卖"的交际性,人们获得非遗产品的方式是经济配送,经济配送使人们对非遗产品无所谈论,因而失去了地方认同,"口碑"变成了"牌子"。20世纪80年代后期,北京非遗产业转向非公有制经济,非遗消费指向满足人们的独特体验,非遗品牌化的实质是对人们获取消费独特性的满足,品牌化的非遗使人们产生的是虚假的地方认同。非物质文化遗产品牌建设的目的,应是实现地方认同与形成产品标识的同行并进,现代产业发展的递深反回逻辑,为此目的的实现提供了良好契机。非物质文化遗产产业化递深反回的结果,必然是超越非遗产业化的野蛮牟利性,向非遗产业的交际性、公共性回归;在递深反回逻辑中呈现的非遗品牌,是人们实现地方认同、对抗现代资本冲击的文化界碑。

In old Beijing （the Republic of China era）, ＂reputation＂ was an outstanding characteristic of the intangible cultural heritage in Beijing. ＂Reputation＂ indicated the ＂local identification＂ which generated from people＇ s social intercourse through talking on intangible cultural heritage. After the foundation of PRC, the public-private movement broke the communicative feature of intangible cultural heritage business, as peo- ple acquired the products only through economic distribution and had little to talk about, as a result of which, the ＂local identification＂ disappeared, and the ＂reputation＂ turned into ＂sign＂. In the late 80s, the intangi- ble cultural heritage in Beijing shifted to the non-public sectors of the economy, and the consumption of that aimed at offering people unique experience. The essence of branding the intangible cultural heritage was to satisfy people＇ s consuming uniqueness; however, the ＂intangible cultural heritage branding＂ only offered illu- sive ＂local identification＂. As a matter of fact, the aim of branding the intangible cultural heritage is to reach both ＂local identification＂ and ＂product identification＂, and the reeursive logic of modem industry has pro- vided good opportunity. The outcome of the intangible cultural heritage recursive industrialization will definite- ly transcend the brutal profit-orientated industrialization of the intangible cultural heritage, and lead a return to its communicative feature and publicity. The intangible cultural heritage brand brought in recursive logic will be a cultural bounding monument to fight against the shock of modem capital.