民族演艺产业中“差异性”与“共享性”策略——以《云南映象》为例

“Differentiation” and “Shared” Strategies Used of National Performing Arts Industry in the Globalization:Take the “Dynamic Yunnan” as a Case

民族演艺产品的"差异性"优势与"共享性"价值在跨文化交流中具有独特的生命力和艺术魅力。作为演艺产业中经典品牌的《云南映象》在国际演艺市场上的"差异化"策略体现在产生土壤、艺术元素、演职人员和品牌设计中"原生态"理念的运用,使得产品在跨文化交往中以"差异性"优势获得消费的空间。《云南映象》的"共享性"价值体现在产品主题、文化价值、艺术形式和国际定位与国际市场的结合,使它能够突破国家、种族等的限制,从而在国际市场上受到观众的喜爱和认可。

＂Dynamic Yunnan＂is an original primitive stage in Yunnan province,not only in Yunnan province,butalso in the international performing arts market it＇s a classic brand of performing arts industry and made very good pub-lic praise.＂Dynamic Yunnan＂as anethnic minorities brand can succeed in the international market,one of the impor-tant reasons is it combined with the＂Differentiation strategy＂and the＂Shared value＂in cross-cultural communication.＂Differentiation strategy＂of＂Dynamic Yunnan＂is specific performance in its original ecological concept,includingthe staffs,the environment,the art elements and the brand design.＂Shared value＂of＂Dynamic Yunnan＂is specific per-formance in its combined with the international market in following areas,including the product theme,the cultural val-ue,the art forms,and the international orientation. All these reasons make＂Dynamic Yunnan＂enable to brokethroughthe limitation of country,race,etc,and made the audience＇s affection and recognition in the international market.