少数民族聚居地的活态性产品营销研究
发布时间：2018-11-12 07:24
【摘要】：少数民族聚居地的活态性产品是指存在于少数民族传统族际生存格局中的组合性物象、非物质文化遗产以及劳务服务的统称,是以少数民族的民俗事项为基本内容,以观赏、感受、体验、参与为主要形式、以获得精神文化的愉悦享受为最终目的的民俗文化旅游产品。近些年来,少数民族聚居地的民俗文化旅游营销多集中表现为物质性产品营销,或以物质性产品为载体的非物质文化推广,缺乏对民俗文化旅游产品的综合性概括,即少数民族聚居地的民俗文化旅游产品往往是以组合性的活态化样式得以呈现,研究物质性产品或文化性产品的单向度营销不足以体现民俗文化旅游的客观现实。
[Abstract]:The living products of ethnic minority communities refer to the composite objects, intangible cultural heritage and labor services, which exist in the traditional ethnic living pattern of ethnic minorities. They are the basic contents of the folk customs of the minority nationalities and the appreciation of them. Experience, participation as the main form, to obtain spiritual and cultural enjoyment as the ultimate goal of folklore tourism products. In recent years, the folklore cultural tourism marketing in minority areas is mainly manifested as material product marketing, or immaterial cultural promotion with material product as carrier, lacking of comprehensive generalization of folklore cultural tourism products. That is to say, the folk cultural tourism products in the minority areas are often presented in the form of combination, and the study of the unidirectional marketing of material products or cultural products is not enough to reflect the objective reality of folklore cultural tourism.
【作者单位】： 滨州学院;
【基金】：滨州农产品绿色营销与经营战略分析(项目编号:BZXYQNRW2010003)
【分类号】：G122;F274;F592.7
[Abstract]:The living products of ethnic minority communities refer to the composite objects, intangible cultural heritage and labor services, which exist in the traditional ethnic living pattern of ethnic minorities. They are the basic contents of the folk customs of the minority nationalities and the appreciation of them. Experience, participation as the main form, to obtain spiritual and cultural enjoyment as the ultimate goal of folklore tourism products. In recent years, the folklore cultural tourism marketing in minority areas is mainly manifested as material product marketing, or immaterial cultural promotion with material product as carrier, lacking of comprehensive generalization of folklore cultural tourism products. That is to say, the folk cultural tourism products in the minority areas are often presented in the form of combination, and the study of the unidirectional marketing of material products or cultural products is not enough to reflect the objective reality of folklore cultural tourism.
【作者单位】： 滨州学院;
【基金】：滨州农产品绿色营销与经营战略分析(项目编号:BZXYQNRW2010003)
【分类号】：G122;F274;F592.7
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