现代品牌化管理在非物质文化遗产保护中的运用——以山东为例

非物质文化遗产的保护体现了一个国家对其民族文化推广的重视程度,是国际经济、文化一体化发展的一种趋势.很多地方在这方面还存在开发不当、开发不力及开发不止等问题.仅凭政府行为和民间自觉难以有效地保护非遗资源.在目前市场经济的条件下,借鉴国内外先进经验,导入品牌化管理,走“品牌化”道路是有效的保护方式.

The Application of Modern Brand Management in the Protection of Intangible Cultural Heritage Taking Shandong Province as an Example

The protection of intangible cultural heritage reflects a country＇ s degree of attaching importance to popularize its na- tional culture, and it also presents an international trend of economic and cultural integration. As to the protection of intangible cultural heritage, however, there still exist many problems such as improper development, lack of development and over - devel- opment. The actions from government and citizens are not enough to protect the intangible cultural heritage effectively. Presently under the condition of market economy, it will be an effective way to introduce the brand management mode into the protection of intangible cultural heritage. At the same time, the advanced experience both at home and abroad can be learned from.