可持续理念驱动区域传统文化品牌建设研究

目的挖掘区域传统文化品牌对实现人文价值、艺术价值乃至经济价值具备的巨大潜能,探讨区域传统文化如何应用可持续理念发展自身品牌建设。方法通过对区域传统文化在市场杠杆驱动下以及可持续理念驱动下的品牌建设路径的优势及不足进行分析,获得"可持续理念驱动区域传统文化品牌"的建设思路。运用当代设计理论及部分营销学、社会学的知识,阐述如何将传统文化载体进行再设计,将区域地方文化传统特色进行升华,以及如何将基于需求的新理念、民艺的可持续实践应用于传统文化的品牌建设中。结论注重"天人合一"精神的传统文化具有可持续的特性。融入当代审美、消费、精神、使用需求的可持续设计理念可通过文化品牌的精准定位、基于需求的活动策划、古法技艺可持续内核的适度营销,来完成区域文化品牌的创新建设。

Construction of Traditional Cultural Brands in Sustainable Concept Driven Regions

The work aims to tap the huge potential of regional traditional cultural brands to achieve human values, artistic values and even economic value, and explore how regional traditional culture applies sustainable concepts to develop its own brand building. Through the analysis on the advantages and disadvantages of brand building path of the regional traditional culture driven by the market leverage and sustainable concept, the building idea of "sustainable concept-driven regional traditional cultural brand" was obtained. With contemporary design theory and partial marketing and sociological knowledge, how to re-design traditional cultural carrier, sublimate regional local cultural traditions, and apply new concepts based on demand and sustainable practices of folk art in the building of traditional cultural brands were expounded. The traditional cultural endogenous nature that emphasizes the spirit of "Heaven and Man" has a sustainable philosophy. The sustainable design concept that incorporates contemporary aesthetics, consumption, spirit and use needs can achieve the innovative construction of regional cultural brands through the precise positioning of cultural brands, the planning of activities based on demand, and the appropriate marketing of the sustainable core of ancient techniques.