试论平潭民俗节庆品牌塑造

The Study on the Brand Shaping of Folk Festivals in Pingtan

对平潭近3年的主要节庆活动情况进行了梳理,进而对平潭民俗节庆活动的优势及存在问题进行了深入分析,最后提出了以政府主导、市场运作,系统规划、深挖内涵,立足本土、塑造标志为品牌塑造原则,打造以南岛语民俗节庆品牌为主,以古越民俗、海岛军事习俗和船舶文化的民俗节庆品牌为辅的具有平潭地方特色的系列民俗节庆品牌,以期使平潭的民俗节庆品牌成为平潭的文化名片,同时也使平潭节庆品牌多元化、饱满化。

The article assembles the main festivals in nearly three years in Pingtan, deeply analyses the advantages and existing problems of Pingtan folk festival activities, and finally puts forward some suggestions on shaping the folk festival brand. The principle would be molding marks for brands, based on the local characteristics with deep connotation under the leadership of the government and operated by the market..And the main focus would be on the folk festival brand of Austronesian, with the folk festival brand of Guile folk, island military custom and ship culture as complementary., Thereby, Pingtan folk festival brand would become Pingtan＇s cultural card.