地域性文化在少数民族节庆品牌中的可视化生态应用——以广西侗族“月也”节为例

Visualizing the Ecological Application of Regional Culture in the Branding of Ethnic Minority Festivals-The"Yueye"of the Dong People in Guangxi as an Example

目的 探索地域性民族节庆品牌化、生态化、市场化、可视化的建设;了解地域性节庆文化的概念,分析地域文化的民族节庆品牌发展状况,推进地域性节庆产业在实践中的应用。方法 在生态文明理念指导下,通过地域性元素的设计方法,以广西侗族“月也”节为例,通过田野调查法、文献分析法对节庆品牌进行基因分析并分类;再通过设计元素提取等过程进行元素提取及文化内涵总结,在保留地域文化的基本原则基础上,通过深入研究和挖掘侗族语言文化、节庆习俗文化、乡土文化、生态文化等典型的地域文化元素,依托现代品牌形象设计的通道,进行侗族“月也”节庆品牌设计实践,展示出广西本土地域民族文化节庆品牌形象设计的特有形象。结果 旨在解决节庆文化中出现的品牌形象缺乏、文化传承力不够、设计趋同化等问题,而作为集文化与旅游产业于一体的“月也”节庆旅游则为侗族传统民俗文化的现代化传播提供了新的发展模式。结论 具有特色的地域性文化元素与节庆品牌形象相结合,促使地域性节庆品牌性更鲜明,积极推进地域品牌形象传播同时,让这些承载独特地域民族文化的节庆成为一张名片,有利于文化旅游领域的进一步发展和中国特色社会主义新农村的建设。

The paper aims to explore the construction of branding,ecology,marketization and visualization of re-gional ethnic festivals,understand the concept of regional festival culture,analyze the development of ethnic festival brands of regional culture,and promote the application of regional festival industry in practice.Under the guidance of the concept of ecological civilization,the design method of regional elements is used as the basis,taking the Dong"Yueye"festival in Guangxi as an example,and the genetic analysis and classification of the festival brand is carried out through field survey and literature analysis,and then the elements are extracted and their cultural connotations are summarized through the process of design element extraction.On the basis of the basic principle of preserving regional culture,through in-depth research and excavation of typical regional cultural elements such as Dong language and culture,festival customs and culture,local culture and ecological culture,and relying on the modern brand image design channel,the Dong"Yueye"festival brand design practice is carried out to show the unique image of Guangxi's local regional ethnic culture festival brand image design.The design of the festival branding practice of the Dong people is based on modern brand image design.The aim is to solve the problems of lack of brand image,insufficient cultural heritage and design homogenisation in the festival culture with regional characteristics,while the"Yueye"festival tourism,which integrates culture and tourism industry,provides a new development model for the modernisation and dissemination of the Dong traditional folk culture.The combination of distinctive regional cultural elements and the brand image of the festival has led to a more distinctive branding of regional festivals,actively promoting the dissemination of the regional brand image while making these festivals,which carry a unique regional ethnic culture become a business card,and contributing to the development of the cultural tourism sector.