花山岩画品牌提升的产业路径研究

The Industrial Path of Brand Promotion for Huashan Rock Painting

花山岩画是中国第一处岩画类世界文化遗产。在品牌提升日益成为文化遗产发展战略的语境下,花山岩画品牌的知名度和影响力与其世界文化遗产的地位并不相称。在文化经济化、品牌价值产业化日趋凸显的新媒体时代,要挖掘品牌的文化资源优势,充分发挥新媒体技术支撑下的产业作用,将花山岩画的文化资源与现代产业经济有机结合,增强花山岩画品牌的综合实力,从而实现花山岩画品牌提升与创新的可持续发展的目的。

Huashan Rock Painting is the first World Heritage site of rock art in China.In the context that brand promotion is becoming a strategy to develop cultural heritage,the brand awareness and influence of Huashan Rock Painting are not commensurate with its status as a world cultural heritage.In the new media era when culture becomes more economized and brand value more industrialized,it is necessary to explore the advantages in cultural resource of the brand,give full play to the industrial role supported by new media technology,combine the cultural resources of Huashan Rock Painting with the modern industrial economy,enhance the comprehensive strength of the brand of Huashan Rock Painting,so as to achieve the sustainable development of brand promotion and innovation for Huashan Rock Painting.