“大戏看北京”视域下中国戏曲文化周品牌建构的亮点、难点与机遇点

Highlights,challenges,and Opportunities in the Brand Construction of Chinese Opera Culture Week from the Perspective of"Beijing Premiere"

中国戏曲文化周是“大戏看北京”文化品牌的重要组成部分,通过空间叙事、文化叙事、互动叙事三条路径不断探索创意亮点,力图从区域文化空间向个体情感空间扎根,从传统舞台空间向虚拟数字空间转向。然而,展演内容品控与谋划不足、品牌定位模糊等薄弱环节掣肘了未来进一步发展。基于此,本文将从中国戏曲文化周品牌建构的亮点、难点与机遇点着手,寻找可行性优化发展路径。

Chinese Opera Culture Week is an important component of the cultural brand"Beijing Premiere".Through spatial narrative,cultural narrative,and interactive narrative,this paper explores into creative highlights,striving to take root from regional cultural space to individual emotional space,and shift from traditional stage space to virtual digital space.However,weak links such as insufficient quality control and planning of content,and vague brand positioning have hindered further development.Starting from this,this paper focuses on the highlights,challenges,and opportunities of the brand construction of China Opera Culture Week and explore feasible and optimized development paths.