本文選題：南京云錦 + 文化品牌��； 參考：《南京師范大學(xué)》2017年碩士論文

【摘要】：歷經(jīng)一千多年發(fā)展形成的南京云錦,不僅是中國四大名錦之一,更是中國織錦技術(shù)的集大成者。形成并發(fā)展南京云錦文化品牌不僅是南京在城市發(fā)展進(jìn)程中的時代需求,還是南京云錦本身發(fā)展的必然選擇,更是非物質(zhì)文化遺產(chǎn)保護(hù)和傳承的大勢所趨。基于以上現(xiàn)狀,傳播南京云錦文化品牌成為保護(hù)南京云錦的當(dāng)務(wù)之急。通過對南京云錦文化品牌豐富的文化內(nèi)涵、深厚的文化底蘊(yùn)以及高超精湛的織造技術(shù)等物質(zhì)文化遺產(chǎn)和非物質(zhì)文化遺產(chǎn)的總結(jié)以及融合,以期能達(dá)到使人們形成對南京云錦文化品牌深刻印象、了解南京云錦文化品牌豐厚內(nèi)涵、培養(yǎng)南京云錦文化品牌信任度、提高南京云錦文化品牌忠誠度3在生產(chǎn)性保護(hù)的前提下實(shí)現(xiàn)南京云錦的非物質(zhì)文化遺產(chǎn)的文化價值向經(jīng)濟(jì)價值的轉(zhuǎn)換。關(guān)鍵在于如何發(fā)揮傳播主體的能動性、選擇那些傳播媒介、使用什么類型的傳播方式、才能使南京云錦的品牌形象得到有效的推廣。本文的最終目的在于以打造文化品牌進(jìn)一步打造文化“名牌”的方式,響應(yīng)國家保護(hù)非物質(zhì)文化遺產(chǎn)的號召,使南京云錦可持續(xù)的傳承下去。本文首先在第一章介紹了本文的選題理由和研究方法,并對關(guān)于南京云錦和文化品牌的相關(guān)文獻(xiàn)研究進(jìn)行了簡單敘述,界定了文章的相關(guān)概念;第二章對南京云錦文化品牌的發(fā)展現(xiàn)狀進(jìn)行了概述;第三章通過對影響南京云錦文化品牌傳播的環(huán)境因素、傳播主體和傳播媒介的特點(diǎn)進(jìn)行具體分析,總結(jié)出一方面非遺文化品牌的傳播不僅要遵循“入鄉(xiāng)隨俗”的品牌傳播原則,還要保持自己的民族特性。另一方面南京云錦文化品牌的傳播需要在政府的主持和支持下,以企業(yè)為主力,以專家學(xué)者和社會組織為助力調(diào)動社會大眾的力量進(jìn)行傳播的特點(diǎn);第四章對南京云錦文化品牌的傳播策略提出建議,采用樹立文化品牌意識——開發(fā)新產(chǎn)品——進(jìn)行市場定位——整合有效的傳播手段進(jìn)行傳播的漸進(jìn)形模式。考慮到南京云錦文化品牌的特殊性,一方面其屬于國家級非物質(zhì)文化遺產(chǎn),因此,它的傳播帶有明顯的公益性特點(diǎn),但是文化品牌傳播的實(shí)質(zhì)是給企業(yè)帶來利益的商業(yè)目的,因此又具有商業(yè)性。所以對其采取旅游傳播、文化廣告?zhèn)鞑�、形象代言人傳播、特色活動傳播相結(jié)合的傳播模式。盡可能使南京云錦的文化內(nèi)涵和藝術(shù)魅力深入人心;第五章對全文進(jìn)行了概括性總結(jié)。南京云錦文化品牌屬于一個地方性的文化品牌,南京云錦是非物質(zhì)文化遺產(chǎn)的特殊身份,使其既具有文化性、藝術(shù)性、遺產(chǎn)性又具有經(jīng)濟(jì)性、商業(yè)性。因此本文綜合民俗學(xué)、品牌傳播學(xué)、文化品牌學(xué)、社會學(xué)等相關(guān)學(xué)科的理論知識,通過田野調(diào)研、總結(jié)歸納等方法在理論上解析南京云錦形成發(fā)展的歷史背景和文化品牌建造建立的過程,利用個案分析的方法結(jié)合實(shí)際案例研究南京云錦文化品牌傳播戰(zhàn)略。
[Abstract]:Nanjing brocade, which has been developed for more than one thousand years, is not only one of the four famous brocades in China, but also a master of Chinese brocade technology. The formation and development of Nanjing Yunjin cultural brand is not only the need of Nanjing in the process of urban development, but also the inevitable choice of Nanjing brocade itself, and the general trend of intangible cultural heritage protection and inheritance. Based on the above situation, the spread of Nanjing brocade cultural brand has become the top priority to protect Nanjing brocade. Through the summary and integration of Nanjing Yunjin cultural brand rich cultural connotation, profound cultural heritage and superb weaving technology and other material and intangible cultural heritage, In order to make people form a deep impression on Nanjing Yunjin culture brand, understand the rich connotation of Nanjing Yunjin culture brand, cultivate Nanjing Yunjin cultural brand trust, Improving the loyalty of Nanjing Yunjin Cultural Brand 3 under the premise of productive protection, the cultural value of Nanjing Yunjin's intangible cultural heritage can be transformed into economic value. The key lies in how to play the active role of the main body of communication, choose those media, use what type of communication, in order to make the brand image of Nanjing Yunjin get effective promotion. The ultimate purpose of this paper is to build a cultural brand to further create the "famous brand" of culture, in response to the call of the state to protect the intangible cultural heritage, so that Nanjing Yunjin can be carried on sustainably. In the first chapter, this paper introduces the reasons and research methods of this paper, and gives a brief description of the related literature on Nanjing Yunjin and cultural brand, defines the relevant concepts of the article; The second chapter summarizes the current situation of Nanjing Yunjin culture brand, the third chapter analyzes the environmental factors, the main body of communication and the characteristics of the media through the influence of Nanjing Yunjin culture brand communication. On the one hand, the communication of non-heritage culture brand should not only follow the principle of "follow the local custom", but also maintain its own national characteristics. On the other hand, the spread of Nanjing Yunjin cultural brand needs the characteristics of the government under the auspices and support of the government, enterprises as the main force, experts and scholars and social organizations as the help to mobilize the power of the public. The fourth chapter puts forward some suggestions on the communication strategy of Nanjing Yunjin cultural brand, and adopts the gradual mode of establishing cultural brand consciousness-developing new products-market orientation-integrating effective means of communication. Considering the particularity of Nanjing Yunjin cultural brand, on the one hand, it belongs to the national intangible cultural heritage, therefore, its dissemination has obvious public welfare characteristics, but the essence of cultural brand communication is the commercial purpose of bringing benefits to enterprises. Therefore, it is also commercial. Therefore, it adopts the communication mode of tourism communication, cultural advertisement communication, image spokesman communication and characteristic activity communication. As far as possible, the cultural connotation and artistic charm of Nanjing brocade go deep into the hearts of the people. Nanjing Yunjin cultural brand belongs to a local cultural brand, Nanjing Yunjin is a special identity of intangible cultural heritage, making it both cultural, artistic, heritage and economic, commercial. Therefore, this paper synthesizes the theoretical knowledge of folklore, brand communication, cultural branding, sociology and other related disciplines, through field research. The paper analyzes the historical background of the formation and development of Nanjing brocade in theory and the process of the establishment of cultural brand, and studies the communication strategy of Nanjing Yunjin culture brand by case analysis combined with practical cases.
【學(xué)位授予單位】：南京師范大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2017
【分類號】：J523.6

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