山东省民间艺术产业开发研究

发布时间：2018-04-25 18:53

本文选题：山东 + 民间艺术　；参考：《山东大学》2010年博士论文

【摘要】： 世界各国的民间艺术体现了每个国家的文化传统,它是延续、彰显民族精神“血脉”的重要载体。随着我国从传统农业社会向现代工业社会转型,人们的生产、生活方式发生了极大改变,民间艺术赖以生存的乡土语境遭遇到新的情况,发生了深刻变化。一些民间艺术品类正濒临消亡,一些民间艺术的创作主体正在边缘化、老龄化。然而,值得注意的是在民间艺术整体衰落的语境下,一些民间艺术形式却得到了长足发展,不仅形成了更为独特的艺术风格,还在市场经济大潮中走向了民间艺术产业化发展的道路。现代社会中民间艺术究竟往何处去,是专家学者和民间艺术工作者共同关注的热点。本文以民间艺术产业开发立论,力图探索山东区域内民间艺术产业持续发展的模式、路径,以期为民间艺术产业开发提供理论和实证指导。本文选取山东民间艺术产业化为研究对象,跳出了对于民族文化书斋式研究的框护,以文化经济的视角重新审视民间艺术在当下社会的传承、发展与应用,对于民间艺术的传承、保护和发扬光大具有一定的理论和实践意义。本文研究框架为三部分。第一部分,即第一章,阐释民间艺术产业开发的相关理论依据；第二部分,即第二、三、四章,讨论山东民间艺术资源的存量、分布状况,并对它们进行评估,做产业开发的SWOT分析；第三部分,即第五、六章,讨论山东民间艺术产业发展战略及可持续运营问题。下面是每章的要点：第一章民间艺术产业开发的理论依据生存于村落文化视野下的民间艺术一直起着满足审美需求、丰富艺术生活、抚慰乡民心灵、营造民俗氛围的重要作用。民间艺术的创生流变、历史衍化的进程昭示了现实社会中民间艺术的式微状态是历史发展的必然。当代文化产业的蓬勃发展为民间艺术产业化提供了良好契机,也为民间艺术指明了产业发展的现实路径。民间艺术产业开发,以文化资本理论、比较优势理论、资源配置理论作为理论依据,是打造民族文化产业品牌,提高文化竞争力的有益资源,也是实现区域经济跨越式发展的有生力量,从而切实实现民间艺术的可持续发展。本文以此立论,目的为推进山东民间艺术产业化,从而更好地传承、保护和发扬光大宝贵的齐鲁民间艺术遗产。第二章山东民间艺术资源赋存脱胎于原始艺术的山东民间艺术,在独特文化地理环境浸润下,是山东地域文化的鲜明代表,它以灵活的方式和丰富的艺术特质成为山东经济的有效补充,具有存量丰度高、品类全,文化地域差异性大,传承性强、影响广泛,濒临消失和产业开发两种状态并存等特点。根据民间艺术不同的表现形式,山东民间艺术资源分为民间演艺艺术和民间工艺美术两主类,民间音乐、民间舞蹈、民间戏曲、民间曲艺、民间杂技、民间年画与绘画、民间剪纸纸扎与镂刻、民间游艺玩具、民间印染织绣、民间草条皮编、民间雕刻镶塑、民间陶瓷琉璃等12亚类。本章对山东境内180种主要民间艺术资源从分类、名称、传承地、历史价值、传承人、留存状态、非物质文化遗产等级7个方面进行了专题式归纳和立体性细描,勾勒出了山东民间艺术资源的清晰面貌,为山东民间艺术资源的综合评价准备数据资料。第三章山东民间艺术资源综合评估山东民间艺术资源评估是依据一定价值标准对山东民间艺术资源的自身价值、文化价值和经济价值等因素进行综合评判的过程。民间艺术资源评估的目的和作用是为民间艺术产业开发提供数据参照,也是对民间艺术保护和运营的全面考量。民间艺术资源评估受到资源、产业环境、技术、需求和制度等因素的影响。本着系统性、代表性、可操作性、定性和定量相结合的原则,本文构建由民间艺术资源品相要素、文化价值、经济效用和产业开发要素4个一级指标,20个二级指标,29个指标指示因子组成的山东民间艺术资源评估指标体系,利用菲什拜因-罗森伯格模型,引入层次分析法对山东民间艺术资源进行了综合评估。定性分析和定量考察相结合是本指标体系的突出特点。确定了各指标要素的权重,为山东十七市的民间艺术产业开发潜力排序,潍坊、淄博、济宁、菏泽等4城市属第一类；济南、临沂、滨州、聊城、青岛、烟台、威海、泰安等8城市属于第二类；枣庄、莱芜、日照、东营、德州等5城市属第三类,为山东民间艺术产业开发战略的制定提供科学依据。第四章山东民间艺术产业开发SWOT分析 SWOT分析是普遍用于对企业本身的竞争优势、竞争劣势、机会和威胁的综合分析方法。山东民间艺术产业开发现状是优势与制约因素、机遇与挑战并存。山东文化产业发展迅速,民间艺术及关联文化资源丰富,民间艺术产业开发渐成规模,民间艺术内需市场强大,共同构成山东民间艺术产业开发的竞争优势。但同时也存在民间艺术资源生存环境缺失,民间艺术资源开发整合力度缺乏,品牌影响力不足,人才匮乏等制约因素。国家积极的文化产业政策、山东省宽松的产业环境、非物质文化遗产保护工作的助推力是山东民间艺术产业开发面临的战略机遇,而金融危机、体制障碍等也使其遭遇挑战。SWOT分析为山东民间艺术产业开发战略的制定提供了现实依据。第五章山东民间艺术产业开发战略民间艺术的区域比较优势必须要与区域文化经济发展水平、区域特色等指标相结合,才能转化为现实优势,成为加快区域生产力发展的“催化剂”。山东民间艺术产业开发战略目标是着力打造具有山东地域特色的具有国内领先地位的民间艺术品牌,发挥产业关联和区域联动作用,形成多层次、多产业、多规模、多区域的发展态势,延伸民间艺术文化产业链,拓展经营网络,从而实现民间艺术产业开发的规模效应。实现战略目标必须坚持可持续发展、资源整合、创意开发、抢占市场的原则。在战略目标指引下,确定层次开发模式、特色区域联动发展模式、支柱型产业拉动模式为主要发展模式,选取旅游业、手工艺品业、演艺业为战略重点,三种模式和战略重点形成区域、产业、层次的相互关联和交叉,服务于民间艺术产业开发的战略目标。第六章山东民间艺术产业的可持续运营山东民间艺术可持续运营要通过创意研发、品牌建设、市场营销、人才培育、政府规制等五个环节来实现：创意是民间艺术产业开发的源动力,它贯穿于理念、生产、传播、销售的整个产业化过程；品牌是民间艺术产品的生命力,结合区域文化经济特点,打造省域、县域等不同层次的产业品牌；将整合营销传播理论引入山东民间艺术的市场营销,提出山东民间艺术市场营销策略；人才培育包括民间艺术传承人的保护和山东民间艺术人才智库建设两个方面,既要加强传承人的保护,也要培养既具民间艺术基础,又懂经营、善管理的创新经营人才；民间艺术产业开发的政府规制从行政导向、经济规范、法律保护三个方面为山东民间艺术产业廓清道路,从而使民间艺术产业化能够依据市场规律健康发展。本文的主要研究方法包括：理论阐述和实证分析相结合；定性分析和定量分析相结合；问卷调查法。本文创新点： (一)以民间艺术的产业开发为主题,选定山东为研究个案,并提出山东民间艺术产业开发的整体思路和对策。目前,学界对于民间艺术产业化的研究著述很多,但是建构在特定区域基础上,对于民间艺术产业化理论到实践的系统研究尚属首次。本文将民间艺术产业开发建构在山东区域内,是对民间艺术产业发展的学理性补充和地方化验证,为山东民间艺术保护和开发提供现实路径,这对山东文化产业发展具有理论和实践意义。 (二)对山东民间艺术的专题式归纳梳理。近年来,政府、专家、学者对山东民间艺术资源的生态普查、梳理做了大量工作。本文在田野调查和参阅文献基础上,从产业开发角度对山东民间艺术资源重新分类,进行了专题图表式整理和归纳。此前学术界还缺乏类似的工作,因而本文的努力就具有一定创新意义。 (三)对民间艺术资源进行综合评估。由于民间艺术的不确定性等特征,目前尚无对民间艺术资源的综合评估研究。本文以对山东民间艺术资源的规范梳理为基础,以对民间艺术资源保护和开发利用为目的,构建了山东民间艺术资源评估指标体系,并对其进行综合评估。引入层次分析法,对民间艺术资源的综合评估研究在国内研究中尚属首次,是本文的难点,也是本文重要的创新点。 (四)在实践层面上探索山东民间艺术产业的独特发展模式。以民间艺术可持续发展为理念统领,结合民间艺术比较优势和山东区域特色,提出了山东民间艺术产业开发的不同发展模式和战略重点。
[Abstract]:The folk art of all the countries of the world embodies the cultural tradition of every country. It is an important carrier of the "blood" of the national spirit. With the transformation from the traditional agricultural society to the modern industrial society, the people's production and the way of life have changed greatly. The local context of folk art is confronted with a new situation. There are profound changes. Some folk art types are dying out, and some folk art creative subjects are marginalized and aging. However, it is worth noting that some folk art forms have developed greatly in the context of the overall decline of folk art, which not only forms a more unique artistic style, but also is in the market economy. It is the road to the industrialization of folk art. Where does the folk art go in modern society is a hot spot of attention of experts and scholars and folk art workers. This article is based on the development of folk art industry and tries to explore the mode of the continuous development of folk art industry in Shandong, with a view to the folk art industry. The development provides theoretical and empirical guidance.
This article selects the industrialization of Shandong folk art as the research object, jumps out the frame protection for the study of national culture, and reexamines the inheritance, development and application of folk art in the present society from the perspective of culture and economy. It has a certain theoretical and practical significance for the inheritance, protection and development of folk art. The first part is three parts. The first part, the first chapter, explains the relevant theoretical basis for the development of folk art industry; the second part, the second, third, the four chapter, discusses the stock and distribution of the folk art resources in Shandong, and evaluates them, makes the SWOT analysis of the industrial development; the third part, the fifth, sixth chapter, discusses the folk art industry in Shandong. Development strategy and sustainable operation. The following are the main points of each chapter:
The first chapter of the theoretical basis of the development of folk art industry
The folk art living in the view of village culture has always played an important role in satisfying the aesthetic needs, enriching the artistic life, soothing the people's mind and creating the folk atmosphere. The process of the creation of folk art, the process of historical evolution shows that the folkway of folk art in the real society is the necessity of historical development. The development of the folk art provides a good opportunity for the industrialization of folk art, and also points out the realistic path for the development of the folk art. The development of folk art industry is based on the theory of cultural capital, comparative advantage theory and the theory of resource allocation. It is a useful resource to build the brand of national cultural industry, improve the cultural competitiveness, and also be the realization area. In this paper, the purpose of this thesis is to promote the industrialization of folk art in Shandong, and to inherit better, protect and carry forward the precious Qilu folk art heritage.
The second chapter of Shandong folk art resources
Shandong folk art, born out of primitive art, is a distinct representative of Shandong regional culture under the infiltration of unique cultural and geographical environment. It has become an effective supplement to Shandong economy with a flexible way and rich artistic characteristics. It has high abundance of stock, full category, great cultural and regional difference, strong inheritance and extensive influence, and is on the verge of disappearance and production. According to the different forms of folk art, the folk art resources in Shandong are divided into two main categories: folk performing arts and folk arts and crafts, folk music, folk dance, folk opera, folk art, folk acrobatics, folk art and painting, folk paper-cut paper ligature and engraving, folk art toys, folk printing In this chapter, the 180 main folk art resources in Shandong are classified, named, inheriting, historical value, inheritor, retained state, and non material cultural heritage grade in 7 aspects, and this chapter outlines the folk art of the Shandong folk art. The clear appearance of art resources provides data for the comprehensive evaluation of folk art resources in Shandong.
The third chapter comprehensive evaluation of Shandong folk art resources
The evaluation of Shandong folk art resources is the process of comprehensive evaluation on the self value, cultural value and economic value of Shandong folk art resources according to certain value standards. The purpose and function of the evaluation of folk art resources is to provide data reference for the development of folk art industry, as well as to the protection and operation of folk art. The assessment of folk art resources is influenced by factors such as resources, industrial environment, technology, demand and system. In line with the principles of systematic, representative, operable, qualitative and quantitative, this paper constructs the 4 first grade indexes, 20 two levels, of the elements of folk art resources, cultural value, economic utility and industrial development. The Shandong folk art resource evaluation index system composed of 29 index indicators is used to evaluate the folk art resources of Shandong by using the Fisher Rosenberg model and the analytic hierarchy process (AHP). The combination of qualitative analysis and quantitative investigation is the characteristic of the index system. The 4 cities of Weifang, Zibo, Jining, Heze and other cities belong to the first category in the eastern seventeen cities, and the 8 cities of Ji'nan, Linyi, Binzhou, Liaocheng, Qingdao, Yantai, Weihai and Tai'an are of the second categories; 5 cities belong to third categories, such as Zaozhuang, sunlight, sunshine, etc., which provide the development strategy of folk art industry. Scientific basis.
The fourth chapter SWOT analysis of the development of folk art industry in Shandong
SWOT analysis is a comprehensive method to analyze the competitive advantage, competitive disadvantage, opportunity and threat of the enterprise itself. The development status of Shandong folk art industry is the advantages and constraints, opportunities and challenges coexist. The development of cultural industry in Shandong is rapid, folk art and related cultural resources are rich, and the development of folk art industry has gradually become a scale. The civil art domestic demand market is strong, which constitutes the competitive advantage of the development of Shandong folk art industry. However, there are also the lack of living environment for folk art resources, the lack of development and integration of folk art resources, lack of brand influence, lack of talents and other restrictive factors. The national cultural industry policy and the loose industrial ring of Shandong Province The propelling force of the non material cultural heritage protection work is the strategic opportunity for the development of Shandong folk art industry, and the financial crisis and the system obstacle also make it meet the challenge.SWOT analysis to provide the realistic basis for the formulation of the development strategy of Shandong folk art industry.
The fifth chapter of the development strategy of the folk art industry in Shandong
The regional comparative advantage of folk art must be combined with regional cultural and economic development level and regional characteristics, which can be transformed into a practical advantage and a catalyst for accelerating the development of regional productivity. The strategic goal of the development of Shandong folk art industry is to create a domestic leading position with Shandong regional characteristics. Folk art brand, play the role of industrial association and regional linkage, form a multi-layer, multi industry, multi scale, multi region development situation, extend the folk art and culture industry chain, expand the management network, and thus realize the scale effect of the folk art industry development. Under the guidance of the strategic goal, we should determine the level development model, the characteristic regional linkage development model, the pillar industry pull mode as the main development model, and select the tourism industry, the handicraft industry and the performing arts as the strategic focus, and the three modes and strategies focus on the regional, industrial and level interrelated and intersecting, and serve the people. The strategic goal of the development of the art industry.
The sixth chapter is about the sustainable operation of Shandong folk art industry.
The sustainable operation of Shandong folk art should be realized through five links: creative research and development, brand construction, marketing, talent cultivation and government regulation. Creativity is the source of the development of folk art industry. It runs through the whole industrialization process of concept, production, dissemination and sales; the brand is the vitality of folk art products and combines the region. Cultural and economic characteristics, create industrial brands at different levels such as provincial, county and other levels; integrate the integration of marketing communication theory into the marketing of Shandong folk art, and put forward the marketing strategy of Shandong folk art; talent cultivation includes two aspects, including the protection of folk art inheritors and the construction of talent think tank of Shandong folk art talents. For the protection of people, it is also necessary to cultivate innovative management talents with the basis of folk art and management and good management, and the government regulation of the development of folk art industry from three aspects of administrative guidance, economic norms and legal protection to clear the way for the folk art industry in Shandong, so that the industrial development of the people can develop healthfully according to the law of the market.
The main research methods include: theoretical analysis and empirical analysis; qualitative analysis and quantitative analysis; questionnaire survey.
The innovation point of this article:
(1) taking the industrial development of folk art as the theme, choosing Shandong as a case study, and putting forward the overall train of thought and Countermeasures for the development of Shandong folk art industry.
At present, the academic circles have written a lot of research on the industrialization of folk art, but it is the first time to construct a systematic study on the theory and practice of the industrialization of folk art on the basis of specific areas. This paper constructs the folk art industry development in the Shandong region, which is a rational supplement and a local verification for the development of folk art industry. Shandong folk art protection and development provides a realistic path, which has theoretical and practical significance for the development of Shandong's cultural industry.
(two) summarize the theme of folk art in Shandong.
In recent years, the government, experts and scholars have done a lot of work on the ecological survey of Shandong folk art resources. On the basis of field investigation and literature review, this paper reclassifications and reclassification of Shandong folk art resources from the perspective of industrial development. The effort is of certain innovation.
(three) comprehensive assessment of folk art resources.
Because of the characteristics of the uncertainty of folk art and so on, there is no comprehensive assessment of folk art resources at present. This paper, based on the standardization of the folk art resources in Shandong, based on the protection and development and utilization of the folk art resources, constructs the evaluation index system of the folk art resources in Shandong, and makes a comprehensive evaluation of it. The analytic hierarchy process (AHP) is the first time to study the comprehensive evaluation of folk art resources in China.
(four) exploring the unique development mode of Shandong folk art industry in practice, taking the sustainable development of folk art as the concept, combining the comparative advantages of folk art and Shandong regional characteristics, the different development modes and strategic points of the development of Shandong folk art industry are put forward.

【学位授予单位】：山东大学
【学位级别】：博士
【学位授予年份】：2010
【分类号】：J124

【引证文献】