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The Creation of Lijiang Painting School Culture Brand

Author: ZhangHaiTao
Tutor: YangGuoLiang
School: Guangxi University
Course: Journalism and Communication
Keywords: Lijiang School Culture Brands Brand Building
CLC: G124
Type: Master's thesis
Year: 2013
Downloads: 17
Quote: 0
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Abstract


Lijiang School is a regional school of painting with Guangxi’s characteristics fostered and supported by the CPC Guangxi committee and Provincial Government of Guangxi. At the ninth and tenth Congresses of Party Representatives of Guangxi, Lijiang School was written into their reports. In addition, the reports explicitly set the goals to consolidate and upgrade a series of culture brands such as "Nanning International Folk Song Arts Festival,"Impression Sanjie Liu", Lijiang School, Guangxi Press, etc, so as to enable ethnic culture and art masterpieces to enjoy worldwide prestige". To forge culture brands is an important part of cultural development strategy defined in the Eighteenth National Party Congress of the Party. It is not only the need to realize sustainable development of Lijiang School, but also conducive for Guangxi to seizing the strategic opportunity of vigorously develop cultural industries and pushing forward its leapfrog development so as to make it a pillar industry of national economy. This is of vital significance for the autonomous region to boosting its overall strength and competitiveness of ethnic culture, develop itself into a powerful region with characteristics of the times, featuring customs of Zhuang ethnic minority, harmony and compatibility as well as to promote the development and prosperity of socialist culture.The paper, on the basis of understanding and study on culture brands in traditional sense formed spontaneously and unconsciously, and taking Lijiang School as the object of study, focuses on the study of regional culture brand building. Analyzing and summarizing its development history of growing out of nothing, evolving from a regional school of painting to a cultural brand, it explores a new model of forging culture brands consciously and initiatively which is, under the circumstance of high-level cultural self-consciousness and self-confidence, dominated by cultural self-consciousness and the autonomy of art, supported by government, with a organic combination of down-top model and top-down model, conducted under the leadership and support of the government, setting a goal before pursuing excellence, and building up the brand before fostering connotation.In view of the summary of reading that while there are many articles on Lijiang School but little on discussions on culture brands has been found, this paper, first of all, organizes and summarizes the formation and developmental process of Lijiang School and then conducts analysis on the proposal on and progress of the culture brand building of the School. Moreover, starting from the study of the feasibility and the strategic perspective of building culture brand of Lijiang School, this paper analyzes the uniqueness of Lijiang School as a culture brand, as well as the opportunity and prerequisites for the culture brand building of the School. Furthermore, it adopts SWOT analytical approach to conduct a strategic analysis on culture brand of Lijaing School. Finally, this paper analyzes culture brand building and development of Lijiang School and puts forward policy suggestions, and explores and summarizes on the forging of a regional new model of culture brand.

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CLC: > Culture, science,education, sports > The world culture and culture > China > Cultural industries, cultural market
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