田汉文化内涵及品牌塑造策略

The Connotation of Tian Han Culture and Brand Building Strategy

以中国戏剧先驱、国歌词作者田汉为研究对象,从物质文化、精神文化、形象文化、产品文化4个方面界定田汉文化内涵,提出田汉文化品牌的塑造策略:政府引领,多方利益主体推动;精准定位,立足特色优质资源;整体筹划,提升文化产品服务体系。通过田汉文化品牌的塑造,提高田汉的知名度和美誉度,唤起大众对田汉文化和田汉精神的深刻认识,培育全民文化自信。

Taking Tian Han,a pioneer of Chinese drama and author of national lyrics,as the research object,this paper defines the connotation of Tian Han culture from four aspects:material culture,spiritual culture,image culture and product culture,and proposes the building strategy of Tian Han culture brand:government leading,multiple interests promoted by the main body;precise positioning,based on characteristic and high-quality resources;overall planning to improve the cultural product service system.Through the shaping of the Tianhan cultural brand,the popularity and reputation of Tianhan will be improved,the public’s deep understanding of Tianhan culture and Tianhan spirit will be aroused,and the cultural self-confidence of the whole people will be cultivated.