基于品牌形象推广的非物质文化遗产保护、创新和发展

Protection,Innovation And Development of Intangible Cultural Heritage Based on Brand Image Promotion

新形势下,品牌形象推广与非物质文化遗产建构之间联系密切,提高国家文化软实力,实现国家文化形象的建构是大势所趋。非物质文化遗产承载着各族人民珍贵的文化记忆,与此同时,也承载着有效的“文化之魂”。非遗产品需由“资源型”向“魅力型”的方向转变,是国际经济、文化一体化发展的趋势,与此同时,也是国家对民族文化推广的重视。

Under the new situation,there is a close relationship between brand image promotion and the construction of intangible cultural heritage.It`s a growing trend to improve the national cultural soft power and realize the construction of national cultural image.Intangible cultural heritage not only carries the precious cultural memory of people of all ethnic groups,but also carries the effective cultural soul.Intangible cultural heritage products need to change from resource-based direction to charm direction,which is a trend of international economic and cultural integration.At the same time,it is also a kind of attention paid by the state to the promotion of national culture.