云南纳西古乐的品牌化经营策略研究

Study on the Brand Management Strategy of Yunnan Naxi Ancient Music

云南纳西古乐是少数民族音乐文化市场化较为成功的文化品牌,由于各方面的共同努力,该品牌已经成为云南当地旅游发展的一张重要文化名片。纳西古乐的成功品牌化经营,和地方政府、社会机遇等各种条件有关,更离不开纳西古乐品牌众多独到的经营策略,这些策略也是其他文化品牌建设可以习得的重要经验。另外,由于纳西古乐品牌的经营策略大多是经验性策略,这使得纳西古乐的品牌经营也存在一定问题和隐患。基于此,本文总结和分析了相关品牌策略经验,并对其中的问题隐患提出了改进建议。

The Yunnan Naxi ethnic music culture of the market is one of the few successful cultural brand,due to the joint efforts of all aspects of the brand has become an important cultural name card of Yunnan local tourism development.The success of brand management of the Naxi ancient music,and the local government,the opportunities of various social conditions,more cannot do without the many ancient brand unique business strategy,the strategy is the important experience of other culture brand construction can be acquired. In addition, the Naxi ancient music brand management strategy is mostly empirical strategy, which makes the Naxi ancient music brand management also has some problems and hidden dangers. Based on this, this paper summarizes and analyzes the related experience of brand strategy, and one of the problems and put forward some improvement suggestions.