發(fā)布時(shí)間：2018-04-04 21:15

  本文選題：河北民間藝術(shù)品　切入點(diǎn)：文化資源　出處：《河北大學(xué)》2010年碩士論文

【摘要】： 河北省獨(dú)具特色的民間藝術(shù)品是寶貴的文化資源,它們品類多樣,傳承久遠(yuǎn),技藝精湛,意蘊(yùn)豐富,具有不可估量的政治、經(jīng)濟(jì)、文化、社會(huì)和藝術(shù)價(jià)值。然而,河北省的民間藝術(shù)品雖然底蘊(yùn)豐厚,潛藏著巨大的資源價(jià)值,近年來也在不斷加強(qiáng)產(chǎn)品創(chuàng)新,市場也隨之不斷擴(kuò)大,但由于行銷與傳播方式不對(duì)路,資源缺乏有效整合,未能在全國形成有影響力的文化產(chǎn)業(yè)品牌,資源價(jià)值未能實(shí)現(xiàn)最優(yōu)化、最大化,這不利于河北省打造文化強(qiáng)省目標(biāo)的實(shí)現(xiàn)。 隨著互聯(lián)網(wǎng)的發(fā)展,論壇、博客、SNS、微博等新興網(wǎng)絡(luò)傳播方式不斷涌現(xiàn),Web2.0的傳播理念為藝術(shù)品網(wǎng)絡(luò)傳播創(chuàng)造了更多創(chuàng)意想象的空間,同時(shí)網(wǎng)絡(luò)也將為藝術(shù)品帶來更大的“長尾”市場。在網(wǎng)絡(luò)時(shí)代,通過互聯(lián)網(wǎng)進(jìn)行品牌和文化傳播為河北民間藝術(shù)品的價(jià)值開發(fā)帶來了機(jī)遇。當(dāng)前,河北民間藝術(shù)品網(wǎng)絡(luò)傳播具有獨(dú)特的資源優(yōu)勢(shì)和良好的政策環(huán)境,初步具備了資金、人員、技術(shù)等配套條件。河北民間藝術(shù)品網(wǎng)絡(luò)傳播是突破自身發(fā)展瓶頸、滿足消費(fèi)者需求、擴(kuò)大產(chǎn)業(yè)影響力的需要,其意義不僅有利于河北民間藝術(shù)品本身的生存與創(chuàng)新發(fā)展,還有利于打造河北文化品牌和發(fā)展河北文化產(chǎn)業(yè),有利于優(yōu)秀文化藝術(shù)的傳播和文化資源的保護(hù)。 通過對(duì)河北民間藝術(shù)品網(wǎng)站建設(shè)、推廣渠道、用戶體驗(yàn)、傳播效果的網(wǎng)絡(luò)調(diào)查與分析,河北民間藝術(shù)品網(wǎng)絡(luò)傳播還存在著網(wǎng)站建設(shè)初級(jí),傳播效果不佳;資源整合不足,文化特色不鮮明;傳播方式單一,缺乏創(chuàng)意與互動(dòng)等問題和不足。對(duì)此,在網(wǎng)絡(luò)傳播具體對(duì)策上,我們要堅(jiān)持以下三點(diǎn):一、整合文化資源,加強(qiáng)相關(guān)網(wǎng)站的建設(shè)與推廣;二、突出燕趙特色,促進(jìn)藝術(shù)品品牌的創(chuàng)意行銷;三、創(chuàng)新網(wǎng)絡(luò)產(chǎn)品,推進(jìn)資源信息數(shù)字化建設(shè)。同時(shí)我們要認(rèn)識(shí)到網(wǎng)絡(luò)傳播不是“萬能藥”,要將新興的網(wǎng)絡(luò)傳播方式與傳統(tǒng)傳播方式相結(jié)合。最后,在打造具有河北特色的網(wǎng)絡(luò)互動(dòng)多媒體雜志的實(shí)踐操作中,從這一創(chuàng)意文化產(chǎn)品的“資本→內(nèi)容生產(chǎn)→銷售渠道→獲取一定量的用戶→收益”的產(chǎn)業(yè)鏈構(gòu)建和多元盈利模式的完善,證明了策略的可行性,從而以一個(gè)新的思維破解河北民間藝術(shù)品的行銷難題。
[Abstract]:The unique folk works of art in Hebei Province are valuable cultural resources, which are of various categories, ancient heritage, exquisite skills and rich implication, and have inestimable political, economic, cultural, social and artistic values.However, although the folk works of art in Hebei Province have rich inside information and hidden enormous resource value, in recent years they have also been strengthening product innovation and the market has been expanding constantly. However, due to the mismatch between marketing and dissemination, the resources lack of effective integration.It is unfavorable to realize the goal of creating a strong cultural province in Hebei province because of the failure to form an influential cultural industry brand in the whole country and the failure to optimize and maximize the value of resources.With the development of the Internet, new network communication methods, such as forum, blog SNS, Weibo and so on, have been emerging continuously. The communication concept of Web 2.0 has created more creative imagination space for art network communication.At the same time, the network will also bring a greater market for art, "long tail".In the internet age, brand and cultural communication through the Internet brings opportunities for the value development of Hebei folk works of art.At present, Hebei folk art network dissemination has unique resource advantage and good policy environment, and has the necessary conditions such as fund, personnel, technology and so on.Hebei folk art network communication is the need to break through the bottleneck of its own development, meet the needs of consumers and expand its industrial influence. Its significance is not only conducive to the survival and innovative development of Hebei folk art.It is also helpful to build Hebei cultural brand and develop Hebei cultural industry, to spread excellent culture and art and to protect cultural resources.Through the network investigation and analysis of Hebei folk art website construction, promotion channel, user experience, communication effect, Hebei folk art network communication still has the primary website construction, the dissemination effect is not good, the resources conformity is insufficient,Cultural characteristics are not clear; communication mode is single, lack of creativity and interaction and other problems and deficiencies.In view of this, we should adhere to the following three points in the specific countermeasures of network communication: first, integrate cultural resources, strengthen the construction and promotion of related websites; second, highlight the characteristics of Yanzhao to promote creative marketing of art brands; third, innovate network products.We will promote the digitization of resources and information.At the same time, we should realize that network communication is not a panacea.Finally, in the practice of creating an interactive multimedia magazine with Hebei characteristics,The construction of industrial chain and the improvement of multi-profit model of this creative cultural product "capital content production and sales channel" have proved the feasibility of the strategy.Thus a new thinking to solve Hebei folk art marketing problems.
【學(xué)位授予單位】：河北大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2010
【分類號(hào)】：J124

【引證文獻(xiàn)】

相關(guān)碩士學(xué)位論文 前1條

1 吉廣榮;漢語大眾媒介與漢語國際傳播[D];鄭州大學(xué);2012年

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本文編號(hào)：1711713