《鄂尔多斯婚礼》品牌及其效益研究

发布时间：2019-05-14 13:16

【摘要】：进入21世纪后,随着全球经济一体化的加剧,国际竞争日趋激烈,文化产业也逐渐成为知识经济背景下的国家和区域竞争的重要组成部分,其在国民经济中所占的比重也越来越大,甚至已经成为支柱产业之通过文化产业的发展来培育“软实力”,增强综合竞争力,己经成为世界范围内许多国家和地区经济增长的有效途径。我国也将大力发展文化产业作为“十二五”时期转变经济发展模式的重要手段。内蒙古自治区依托蒙古族聚居、少数民族众多,民族文化资源丰富等优势,近年来也涌现出一批民族文化产业的优秀代表。其中,《鄂尔多斯婚礼》是一个由鄂尔多斯文化部门多年努力下打造的、萃取了鄂尔多斯地区蒙古族传统婚礼文化精华的民族文化品牌。品牌汇聚鄂尔多斯蒙古族民间歌舞、祝颂、民俗、礼仪、风情、服饰、银饰为一身,集中体现了鄂尔多斯特有游牧文化、宫廷文化、祭祀文化等特征。自形成以来因其丰富的文化内涵和独特的民族风情广受各方好评,创造了可喜的成就,堪称内蒙古文化产业特别是民族文化产业中的佼佼者。然而《鄂尔多斯婚礼》品牌虽已形成数年,对《鄂尔多斯婚礼》品牌及其效益的研究还较为稀少,针对品牌发展过程中的问题与对策研究也尚属空白。因此本人遵循文化产业的发展路线所呈现出的从整理文化资源到把握资源优势,再把优势资源转化为优势产品,最终实现产品的品牌化这一发展轨迹,借助田野调查法、文献研究法和比较分析法等主要研究手段。首先发掘《鄂尔多斯婚礼》的内容和文化价值,在此基础上对《鄂尔多斯婚礼》品牌的形成、定位、传播方向和途径以及品牌的保护措施进行梳理。然后通过对品牌效益的剖析,对品牌所产生的效益进行分析研究。最后就研究中发现的品牌存在的问题提出相应的对策。本文从理论角度不仅弥补了有关《鄂尔多斯婚礼》品牌及其效益研究的不足,也可以借助对《鄂尔多斯婚礼》品牌发展中问题及对策研究,为内蒙古文化产业特别是民族文化产业的发展提供参考。同时,通过发掘《鄂尔多斯婚礼》文化价值,并对由其文化价值基础上构建的品牌以及品牌所取得的效益做出分析,将有利于对《鄂尔多斯婚礼》品牌形成较为明确而理性的认识。品牌发展中注重对知识产权的保护以及与旅游业、舞台演出紧密结合雅俗共赏的发展方式,从实践角度为今后内蒙古地区文化产业特别是民族文化产业的发展,积累宝贵的民族文化的挖掘与保护方式实践经验。
[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.
【学位授予单位】：内蒙古师范大学
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：G124

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