《基于传承的非物质文化遗产的品牌资产构建与增值研究：以河南卫视《梨园春》为例》-毕业论文设计.docVIP

PAGE 题 目: 基于传承的非物质文化遗产的品牌资产构建与增值研究以河南卫视《梨园春》为例 院系名称： 专业班级： 学生姓名： 学 号： 指导教师： 教师职称： 摘 要 随着我国市场机制的不断完善，市场竞争已经从价格战转向品牌战，而品牌资产的构建增值也受到理论界与商家越来越多的关注。作为拥有五千多年历史的文化古国，我国对非物质文化遗产的传承保护却是从2001年昆曲被列入世界文化遗产名录才真正热起来。目前，对非遗的传承保护主要靠政府支持、博物馆保护、传承人培养、图书馆文存等，运用非遗打造文化产业虽有尝试却很少上升到品牌高度，品牌资产十分薄弱。 本文的主要内容包括：从目前的研究现状出发，对品牌资产与非物质文化遗产涵义进行界定，形成对非遗品牌资产特性的认识。然后，通过对河南卫视《梨园春》节目的案例分析得出运用品牌资产构建增值来传承保护非遗的可行性与重要性。最后，在其他学者研究基础上，结合案例分析的成果，建立了针对非遗的品牌资产构建增值模型并提出了具体策略。 本文的研究成果：（1）建立了针对非遗的品牌资产构建增值模型；（2）探讨了运用品牌资产构建增值促进非遗，尤其是戏曲文化传承的可行性；（3）提出了针对非遗进行品牌资产构建增值的策略，并着重研究了现代传媒与旅游业在其间的重要作用。 关键词： 非物质文化遗产、品牌资产、梨园春 Title A Study on Brand Equity Construction Appreciation of Intangible Culture Heritage : A Case Study on ‘Li Yuan Chun’ Abstract With the development of market mechanism in China, the business competition has switched from ‘Price War’ to ‘Brand War’. Thus, people in academic circle as well as in industries are paying increasingly more attention to brand equity construction and appreciation. As an old country with more than 5000 years honored history, the inheritance and preservation of intangible culture heritage in China wasn’t hot until 2001 when Kun opera was named as a world culture heritage. So far, governmental support, museum protection, raising inheritors and protecting books in libraries are the main actions taken in China. Anyway, there are exist limit examples which develop intangible culture heritages into part of culture industry but rare improve them to brand. The main contents of this article includes: judging from the current research statues and defining the meaning of brand equity and intangible culture heritage, then search out the characteristics of brand equity for intangible culture heritage. This paper analysis the possibility and importance of using band equity construction and appreciation to preserving intangible cult