南京云锦文化品牌传播研究

发布时间：2018-07-11 16:25

本文选题：南京云锦 + 文化品牌　；参考：《南京师范大学》2017年硕士论文

【摘要】：历经一千多年发展形成的南京云锦,不仅是中国四大名锦之一,更是中国织锦技术的集大成者。形成并发展南京云锦文化品牌不仅是南京在城市发展进程中的时代需求,还是南京云锦本身发展的必然选择,更是非物质文化遗产保护和传承的大势所趋。基于以上现状,传播南京云锦文化品牌成为保护南京云锦的当务之急。通过对南京云锦文化品牌丰富的文化内涵、深厚的文化底蕴以及高超精湛的织造技术等物质文化遗产和非物质文化遗产的总结以及融合,以期能达到使人们形成对南京云锦文化品牌深刻印象、了解南京云锦文化品牌丰厚内涵、培养南京云锦文化品牌信任度、提高南京云锦文化品牌忠诚度3在生产性保护的前提下实现南京云锦的非物质文化遗产的文化价值向经济价值的转换。关键在于如何发挥传播主体的能动性、选择那些传播媒介、使用什么类型的传播方式、才能使南京云锦的品牌形象得到有效的推广。本文的最终目的在于以打造文化品牌进一步打造文化“名牌”的方式,响应国家保护非物质文化遗产的号召,使南京云锦可持续的传承下去。本文首先在第一章介绍了本文的选题理由和研究方法,并对关于南京云锦和文化品牌的相关文献研究进行了简单叙述,界定了文章的相关概念;第二章对南京云锦文化品牌的发展现状进行了概述;第三章通过对影响南京云锦文化品牌传播的环境因素、传播主体和传播媒介的特点进行具体分析,总结出一方面非遗文化品牌的传播不仅要遵循“入乡随俗”的品牌传播原则,还要保持自己的民族特性。另一方面南京云锦文化品牌的传播需要在政府的主持和支持下,以企业为主力,以专家学者和社会组织为助力调动社会大众的力量进行传播的特点;第四章对南京云锦文化品牌的传播策略提出建议,采用树立文化品牌意识——开发新产品——进行市场定位——整合有效的传播手段进行传播的渐进形模式。考虑到南京云锦文化品牌的特殊性,一方面其属于国家级非物质文化遗产,因此,它的传播带有明显的公益性特点,但是文化品牌传播的实质是给企业带来利益的商业目的,因此又具有商业性。所以对其采取旅游传播、文化广告传播、形象代言人传播、特色活动传播相结合的传播模式。尽可能使南京云锦的文化内涵和艺术魅力深入人心;第五章对全文进行了概括性总结。南京云锦文化品牌属于一个地方性的文化品牌,南京云锦是非物质文化遗产的特殊身份,使其既具有文化性、艺术性、遗产性又具有经济性、商业性。因此本文综合民俗学、品牌传播学、文化品牌学、社会学等相关学科的理论知识,通过田野调研、总结归纳等方法在理论上解析南京云锦形成发展的历史背景和文化品牌建造建立的过程,利用个案分析的方法结合实际案例研究南京云锦文化品牌传播战略。
[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.
【学位授予单位】：南京师范大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：J523.6

【参考文献】