摘要
贵州安顺地戏面具非物质文化艺术遗产在当今时代的发展问题引起诸多专家学者的热议,现从市场营销角度,对安顺地戏面具在现代旅游市场经济环境中新产品的开发价值进行研究。在市场调研基础上,对基于传统功能的地戏面具的作用、艺术特点和当前将其作为旅游产品面临问题进行分析,得出安顺地戏面具等非物质文化艺术遗产只有以市场为导向;以消费者需求为定位目标;以现代科学技术与面具原有工艺特点相结合。在现代市场营销理论的指导下进行现代旅游产品的定位与研发。力争在获取最大经济效益和社会发展效益基础上,使贵州安顺地戏面具等非物质文化艺术遗产在现代社会健康成长,快速发展。
As the intangible cultural and artistic how to develop the masks of Anshun Opera （ heritage, it caused heated debates among experts and scholars concem- Dixi） in Guizhou province in contemporary time. This paper studies the significance in developing the masks of Anshun Opera （Dixi） in a modem tourist marketing environment from the per- spective of marketing. Based on the market research, it concludes as follows. Firstly, the masks as the intangible cul- tural and artistic heritage can only be market - oriented by analyzing its function, artistic features and the issues it faces as the tourism products. Secondly, it should put consumers＇ demands as the target. Thirdly, it should combine the modem science and technology with the original handicrafts. Fourthly, it should develop and position the masks as the modem tourism products under the guidance of modem marketing theory. And, finally it expects the masks can gain a healthy and steady development by striving to gain the maximum economic and social benefits.
出处
《贵州大学学报（艺术版）》
2014年第5期119-124,共6页
Journal of Guizhou University Art Edition
基金
2012年度国家教育部人文社会科学基金项目"贵州傩面具非物质文化遗产以传统功能为基础的多元化发展趋势研究"[编号:12YJC760130]
2010年贵州大学人文社科校级青年项目"贵州傩戏面具研究"[编号:GDWQ2010046]研究成果之一
关键词
营销
地戏面具
旅游产品
价值
marketing
the masks of Anshun Opera （Dixi）
tourism products
value
