妈祖文化软实力品牌构建及国际化发展战略——“酷日本”战略对妈祖文化资源开发的启示

Construction and Internationalization Strategies of Mazu Cultural Soft Power Brand——The Inspiration of Cool Japan Strategy on the Development of Mazu Cultural Resource

阐述妈祖文化是中华软实力的重要组成部分,将具体的妈祖文化资源转化为软实力品牌,发挥妈祖文化在21世纪海上丝绸之路中的纽带作用是当前的重要课题。分析日本在2010年以后实施的"酷日本"文化软实力出口政策,并提炼其中可供借鉴的有效经验,针对妈祖文化资源开发提出新对策。

Mazu culture is an important part of Chinese soft power. Currently, the key issue is how to transfer Mazucultural resource into the soft power brand and strengthen its role as the bond of the Maritime Silk Road of the 21stCentury. This article mainly analyzes Japan＇s soft power resources development strategy--＂cool Japan＂, and suggestsnew strategies of the development of Mazu cultural resource by referring to the useful experiences of ＂cool Japan＂.