摘要
随着云冈学学科建构及发展,建立云冈文化品牌并发展其文化竞争力成为必然趋势。云冈文化品牌发展策略,旨在折射出更为深刻的云冈文化内涵、价值和审美,重塑地方文化中的公众认知、文化认同及情感共鸣,最终实现云冈文化的传播和品牌的增值。从寻找定位、讲故事塑形象、联动宣传三个层面分析并阐释云冈文化品牌IP化策略及实施方向,通过案例分析、策略分析、比较分析方法提出解决方案。将区域发展战略、文化创新策略纳入设计思维的人文价值、技术可行性和商业可行性考量中,助力云冈学的研究与传播。
With the construction and development of Yungang studies,it is an inevitable trend to establish Yungang cultural brand and develop its cultural competitiveness.The brand development strategy of Yungang culture aims to reflect more profound connotation,value and aesthetics of Yungang culture,reshape public cognition,cultural identity and emotional resonance of local culture,and finally realize the spread of Yungang culture and the appreciation of the brand.The paper analyzes and explains the IP strategy and implementation direction of Yungang culture brand from three aspects:seeking positioning,telling stories and shaping images,and joint publicity.Propose solutions through case analysis,strategy analysis and comparative analysis.The regional devel-opment strategy and cultural innovation strategy should be included in the consideration of humanistic value,technical feasibility and commercial feasibility of design thinking to help the research and dissemination of Yungang studies.
作者
闫雪峰
YAN Xue-feng(School of Fine Arts,Shanxi Datong University,Datong Shanxi,037000)
出处
《山西大同大学学报（社会科学版）》
2023年第6期105-112,共8页
Journal of Shanxi Datong University(Social Science Edition)
基金
2020年度山西大同大学云冈学专项“云冈石窟会展的审美文化研究”(2020YGZX071)
2020年山西大同大学教学改革创新项目“应用型人才培养模式下的艺术理论课程思政建设研究”(XJG2020260)
2020年度山西省艺术科学规划课题“山西乡村建设中的艺术实践路径”(2020F001)。
关键词
云冈学
地域文化重塑
品牌IP化
发展策略
Yungang studies
local reinvention
brand IP
development strategy.
