基于SWOT分析的非遗品牌化路径构建--以地方性非遗粤讴为例

Branding Path for the Intangible Culture Heritage Project--Cantonese Songs

2021年后,我国的非物质文化遗产(简称“非遗”)保护工作进入了升级阶段。地方性非遗是中华民族精神传承的重要载体,对于坚定文化自信有重要作用,但其目前的传承存在不平衡状况。其中一个解决途径是在地方文化建设中通过专业引领,加强其融入当代社会人民生活的程度,使其重新深入民生。该文以广州市第七批非物质文化遗产代表性项目“粤讴”为研究对象,针对其目前遇到的问题,根据其特点尝试构建其品牌化路径,从而探索粤讴及与其具有相同特点非遗项目的有效活化方式。该文通过对粤讴在当今社会的SWOT分析,推导出其从产品化到品牌化的具体路径,并对今后的拓展研究提出了建议。

After 2021,China's intangible cultural heritage protection work has entered an upgraded stage.Local intangible cultural heritage is an important carrier of the spiritual inheritance of the Chinese nation and plays an important role in strengthening cultural confidence.However,there is also an imbalance in its current inheritance process.One solution is to strengthen the integration of local cultural construction into contemporary society and people's lives through professional guidance,so as to re penetrate into people's livelihoods.This article takes the representative project of Guangzhou's seventh batch of intangible cultural heritage,"Cantonese Songs",as the research object.It attempts to address the problems it currently faces and construct its branding path based on its characteristics,so as to explore effective ways to activate Cantonese Songs and other intangible cultural heritage projects with similar characteristics.Based on the SWOT analysis and strategy of Cantonese Songs in today's society,a specific path from productization to branding is derived,and suggestions for future expansion research are proposed.