“非物质文化遗产”视域下苏州城市文化品牌定位研究

On Cultural Brand Positioning of Suzhou City from the Perspective of “Intangible Cultural Heritage”

非物质文化遗产的历史性、地域性特点决定了它作为文化资源在塑造城市文化特色方面独一无二的优势和不可替代性,因此进一步研究非物质文化遗产在城市文化品牌建设中的运用尤为迫切。本文在梳理分析了苏州非遗保护与传承现状、苏州城市文化品牌定位与传播现状基础上,提出以"非遗"为切入点,同时提炼"非遗"精神内涵与苏州城市文化精神内涵,将二者同一性作为重新定位苏州城市文化品牌的切入点。

The historical and regional character of intangible cultural heritage offers it a unique advantage and irreplaceable role as cultural resources in creating a city,s culture and therefore, it is of great significance to make a further study on the role of intangible cultural heritage in constructing the city, s cultural brand. The paper analyzes the status of protection and inheritance of the intangible cultural heritage in Suzhou City and discusses the positioning and transmission of the cultural brands in Suzhou City. The author of the paper proposes that the positioning and transmission of the cultural brands in Suzhou City should take “ intangible cultural heritage as the breakthrough point and purify its spiritual and cultural connotation to reach its goal.