摘要
文化驱动创新,品牌引领战略.贵州屯堡文化作为中国传统文化的重要组成部分,具有丰富的历史和独特的地域特色.然而,由于缺乏有效的品牌建构,屯堡文化的价值和影响力未能得到充分发挥.因此结合原型理论,通过原型资源鉴别、原型资源转化及原型转化的有效性检验进行屯堡文化品牌建构,有利于推进屯堡文化传播的研究、传承与转化利用.
Abstract
Culture drives innovation,brand leads strategy.As an important part of traditional Chinese culture,Guizhou Tunpu culture has a rich history and unique regional characteristics.However,due to the lack of effective brand building,the value and influence of Tunpu culture has not been fully utilized.Based on the prototype theory,this paper uses semi—structured interviews to conduct field research,ana-lyzes the current situation of Tunpu cultural brand construction through grounded theory,and discusses the path of Tunpu cultural brand construction.Combined with the relevant concepts of prototype theory,three key steps of Tunpu cultural brand construction are proposed,including prototype resource identifica-tion,prototype resource transformation,and prototype transformation effectiveness testing.In order to realize the great grand plan of Tunpu cultural dissemination and inheritance through the construction of Tunpu cultural brand.
维普
万方数据