《鄂爾多斯婚禮》品牌及其效益研究
發(fā)布時(shí)間：2019-05-14 13:16
【摘要】：進(jìn)入21世紀(jì)后,隨著全球經(jīng)濟(jì)一體化的加劇,國際競(jìng)爭(zhēng)日趨激烈,文化產(chǎn)業(yè)也逐漸成為知識(shí)經(jīng)濟(jì)背景下的國家和區(qū)域競(jìng)爭(zhēng)的重要組成部分,其在國民經(jīng)濟(jì)中所占的比重也越來越大,甚至已經(jīng)成為支柱產(chǎn)業(yè)之 通過文化產(chǎn)業(yè)的發(fā)展來培育“軟實(shí)力”,增強(qiáng)綜合競(jìng)爭(zhēng)力,己經(jīng)成為世界范圍內(nèi)許多國家和地區(qū)經(jīng)濟(jì)增長(zhǎng)的有效途徑。我國也將大力發(fā)展文化產(chǎn)業(yè)作為“十二五”時(shí)期轉(zhuǎn)變經(jīng)濟(jì)發(fā)展模式的重要手段。內(nèi)蒙古自治區(qū)依托蒙古族聚居、少數(shù)民族眾多,民族文化資源豐富等優(yōu)勢(shì),近年來也涌現(xiàn)出一批民族文化產(chǎn)業(yè)的優(yōu)秀代表。 其中,《鄂爾多斯婚禮》是一個(gè)由鄂爾多斯文化部門多年努力下打造的、萃取了鄂爾多斯地區(qū)蒙古族傳統(tǒng)婚禮文化精華的民族文化品牌。品牌匯聚鄂爾多斯蒙古族民間歌舞、祝頌、民俗、禮儀、風(fēng)情、服飾、銀飾為一身,集中體現(xiàn)了鄂爾多斯特有游牧文化、宮廷文化、祭祀文化等特征。自形成以來因其豐富的文化內(nèi)涵和獨(dú)特的民族風(fēng)情廣受各方好評(píng),創(chuàng)造了可喜的成就,堪稱內(nèi)蒙古文化產(chǎn)業(yè)特別是民族文化產(chǎn)業(yè)中的佼佼者。 然而《鄂爾多斯婚禮》品牌雖已形成數(shù)年,對(duì)《鄂爾多斯婚禮》品牌及其效益的研究還較為稀少,針對(duì)品牌發(fā)展過程中的問題與對(duì)策研究也尚屬空白。因此本人遵循文化產(chǎn)業(yè)的發(fā)展路線所呈現(xiàn)出的從整理文化資源到把握資源優(yōu)勢(shì),再把優(yōu)勢(shì)資源轉(zhuǎn)化為優(yōu)勢(shì)產(chǎn)品,最終實(shí)現(xiàn)產(chǎn)品的品牌化這一發(fā)展軌跡,借助田野調(diào)查法、文獻(xiàn)研究法和比較分析法等主要研究手段。首先發(fā)掘《鄂爾多斯婚禮》的內(nèi)容和文化價(jià)值,在此基礎(chǔ)上對(duì)《鄂爾多斯婚禮》品牌的形成、定位、傳播方向和途徑以及品牌的保護(hù)措施進(jìn)行梳理。然后通過對(duì)品牌效益的剖析,對(duì)品牌所產(chǎn)生的效益進(jìn)行分析研究。最后就研究中發(fā)現(xiàn)的品牌存在的問題提出相應(yīng)的對(duì)策。 本文從理論角度不僅彌補(bǔ)了有關(guān)《鄂爾多斯婚禮》品牌及其效益研究的不足,也可以借助對(duì)《鄂爾多斯婚禮》品牌發(fā)展中問題及對(duì)策研究,為內(nèi)蒙古文化產(chǎn)業(yè)特別是民族文化產(chǎn)業(yè)的發(fā)展提供參考。同時(shí),通過發(fā)掘《鄂爾多斯婚禮》文化價(jià)值,并對(duì)由其文化價(jià)值基礎(chǔ)上構(gòu)建的品牌以及品牌所取得的效益做出分析,將有利于對(duì)《鄂爾多斯婚禮》品牌形成較為明確而理性的認(rèn)識(shí)。品牌發(fā)展中注重對(duì)知識(shí)產(chǎn)權(quán)的保護(hù)以及與旅游業(yè)、舞臺(tái)演出緊密結(jié)合雅俗共賞的發(fā)展方式,從實(shí)踐角度為今后內(nèi)蒙古地區(qū)文化產(chǎn)業(yè)特別是民族文化產(chǎn)業(yè)的發(fā)展,積累寶貴的民族文化的挖掘與保護(hù)方式實(shí)踐經(jīng)驗(yàn)。
[Abstract]:After entering the 21st century, with the intensification of global economic integration, international competition is becoming increasingly fierce, and cultural industry has gradually become an important part of national and regional competition under the background of knowledge economy. Its proportion in the national economy is also increasing, and it has even become a pillar industry to cultivate "soft power" and enhance its comprehensive competitiveness through the development of cultural industries. It has become an effective way of economic growth in many countries and regions around the world. China also takes the development of cultural industry as an important means to change the economic development model during the 12th five-year Plan period. Based on the advantages of Mongolian settlement, many ethnic minorities and rich national cultural resources, Inner Mongolia Autonomous region has also emerged a number of outstanding representatives of national cultural industry in recent years. Among them, Ordos wedding is a national cultural brand which has been built by Ordos cultural department for many years and extracted the essence of Mongolian traditional wedding culture in Ordos area. The brand brings together the Mongolian folk songs and dances, eulogizing, folk customs, etiquette, amorous feelings, costumes and silver ornaments in Ordos, which embodies the characteristics of nomadic culture, court culture and sacrifice culture in Ordos. Since its formation, it has been widely praised by all parties because of its rich cultural connotation and unique national customs, and has created gratifying achievements, which can be regarded as the leader in Inner Mongolia's cultural industry, especially in the national cultural industry. However, although the "Ordos wedding" brand has been formed for several years, the research on the "Ordos wedding" brand and its benefits is still relatively rare, and the research on the problems and countermeasures in the process of brand development is still blank. Therefore, I follow the development route of the cultural industry, from sorting out the cultural resources to grasping the advantages of the resources, and then transforming the superior resources into the dominant products, and finally realizing the brand of the products, with the help of the field investigation method. Literature research method and comparative analysis method and other main research means. First of all, we explore the content and cultural value of Ordos wedding, and on this basis, sort out the formation, positioning, communication direction and ways of Ordos wedding brand and the protection measures of the brand. Then through the analysis of brand benefits, the benefits of brands are analyzed and studied. Finally, the corresponding countermeasures are put forward for the existing problems of the brand found in the study. From the theoretical point of view, this paper not only makes up for the deficiency of the research on the brand and its benefit of Ordos wedding, but also makes use of the research on the problems and countermeasures in the brand development of Ordos wedding. It provides a reference for the development of Inner Mongolia cultural industry, especially the national cultural industry. At the same time, by exploring the cultural value of Ordos wedding, and analyzing the brand constructed on the basis of its cultural value and the benefits obtained by the brand, Will be conducive to the Ordos wedding brand to form a more clear and rational understanding. In brand development, attention should be paid to the protection of intellectual property rights and the development of cultural industries, especially national cultural industries, in Inner Mongolia from the practical point of view, which is closely combined with the development of tourism and stage performances. Accumulate valuable practical experience in the excavation and protection of national culture.
【學(xué)位授予單位】：內(nèi)蒙古師范大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2013
【分類號(hào)】：G124
本文編號(hào)：2476748
[Abstract]:After entering the 21st century, with the intensification of global economic integration, international competition is becoming increasingly fierce, and cultural industry has gradually become an important part of national and regional competition under the background of knowledge economy. Its proportion in the national economy is also increasing, and it has even become a pillar industry to cultivate "soft power" and enhance its comprehensive competitiveness through the development of cultural industries. It has become an effective way of economic growth in many countries and regions around the world. China also takes the development of cultural industry as an important means to change the economic development model during the 12th five-year Plan period. Based on the advantages of Mongolian settlement, many ethnic minorities and rich national cultural resources, Inner Mongolia Autonomous region has also emerged a number of outstanding representatives of national cultural industry in recent years. Among them, Ordos wedding is a national cultural brand which has been built by Ordos cultural department for many years and extracted the essence of Mongolian traditional wedding culture in Ordos area. The brand brings together the Mongolian folk songs and dances, eulogizing, folk customs, etiquette, amorous feelings, costumes and silver ornaments in Ordos, which embodies the characteristics of nomadic culture, court culture and sacrifice culture in Ordos. Since its formation, it has been widely praised by all parties because of its rich cultural connotation and unique national customs, and has created gratifying achievements, which can be regarded as the leader in Inner Mongolia's cultural industry, especially in the national cultural industry. However, although the "Ordos wedding" brand has been formed for several years, the research on the "Ordos wedding" brand and its benefits is still relatively rare, and the research on the problems and countermeasures in the process of brand development is still blank. Therefore, I follow the development route of the cultural industry, from sorting out the cultural resources to grasping the advantages of the resources, and then transforming the superior resources into the dominant products, and finally realizing the brand of the products, with the help of the field investigation method. Literature research method and comparative analysis method and other main research means. First of all, we explore the content and cultural value of Ordos wedding, and on this basis, sort out the formation, positioning, communication direction and ways of Ordos wedding brand and the protection measures of the brand. Then through the analysis of brand benefits, the benefits of brands are analyzed and studied. Finally, the corresponding countermeasures are put forward for the existing problems of the brand found in the study. From the theoretical point of view, this paper not only makes up for the deficiency of the research on the brand and its benefit of Ordos wedding, but also makes use of the research on the problems and countermeasures in the brand development of Ordos wedding. It provides a reference for the development of Inner Mongolia cultural industry, especially the national cultural industry. At the same time, by exploring the cultural value of Ordos wedding, and analyzing the brand constructed on the basis of its cultural value and the benefits obtained by the brand, Will be conducive to the Ordos wedding brand to form a more clear and rational understanding. In brand development, attention should be paid to the protection of intellectual property rights and the development of cultural industries, especially national cultural industries, in Inner Mongolia from the practical point of view, which is closely combined with the development of tourism and stage performances. Accumulate valuable practical experience in the excavation and protection of national culture.
【學(xué)位授予單位】：內(nèi)蒙古師范大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2013
【分類號(hào)】：G124
【參考文獻(xiàn)】
相關(guān)期刊論文 前10條
1 尹鐸;呂華鮮;;鄂爾多斯蒙古族婚禮旅游開發(fā)研究[J];重慶科技學(xué)院學(xué)報(bào)(社會(huì)科學(xué)版);2010年03期
2 歐陽友權(quán);劉純;;文化產(chǎn)業(yè)品牌價(jià)值的社會(huì)權(quán)力解讀[J];湖南社會(huì)科學(xué);2009年01期
3 謝名家;關(guān)于發(fā)展文化產(chǎn)業(yè)的哲學(xué)思考[J];廣東社會(huì)科學(xué);1995年05期
4 劉素平;邱扶東;;旅游文化資本運(yùn)作模式初探——以《印象·劉三姐》為例[J];桂林旅游高等�？茖W(xué)校學(xué)報(bào);2007年02期
5 毛越華;;論少數(shù)民族文化資本的運(yùn)作[J];貴州民族研究;2009年04期
6 范晶;;論蒙古族舞蹈藝術(shù)的創(chuàng)新[J];大眾文藝;2011年24期
7 胡靜;顧江;;中國民族文化產(chǎn)業(yè)發(fā)展戰(zhàn)略與路徑選擇[J];經(jīng)濟(jì)管理;2007年21期
8 王雅榮;張璞;;少數(shù)民族地區(qū)文化產(chǎn)業(yè)特色推進(jìn)發(fā)展[J];技術(shù)經(jīng)濟(jì)與管理研究;2011年09期
9 尚燁;;論鄂爾多斯婚禮的文化特色[J];歷史教學(xué)(高校版);2009年06期
10 吳必虎,余青;中國民族文化旅游開發(fā)研究綜述[J];民族研究;2000年04期
，本文編號(hào)：2476748
本文鏈接：http://sikaile.net/jingjilunwen/whjj/2476748.html
最近更新
教材專著
