摘要
综合运用文献资料、历史研究、逻辑分析、实地调研等方法对乡村全面振兴背景下藏族赛马节品牌建设的价值意蕴、现实困境与优化路径进行分析,旨在为藏族赛马节品牌建设提供理论支撑与实践参考。研究认为:乡村全面振兴背景下藏族赛马节品牌建设的价值意蕴体现在有利于激活民族记忆,守护精神根脉;有利于驱动产业融合,助力共同富裕;有利于凝聚社区共识,优化乡村治理;有利于拓宽增收渠道,提升农牧民福祉等方面。同时,也面临品牌意识薄弱,顶层设计滞后脱节;品牌形象固化,文化内核挖掘不足;品牌传播阻滞,叙事传播效能低下;品牌治理困境,传统与现代张力失衡;品牌延伸乏力,产业融合程度有限等现实困境。鉴于此,提出强化品牌战略意识,完善顶层设计体系;解码民族文化基因,重构赛马品牌形象;突破品牌传播壁垒,提升叙事传播效能;创新品牌治理模式,平衡传统现代矛盾;延伸品牌产业链条,深化文体旅产业融合等优化路径。
By systematically employing a range of research methodologies,including literature review,historical analysis,logical reasoning,and field investigation,the value significance,existing challenges,and potential optimization strategies for brand development of Tibetan horse racing festival uner the background of comprehensive rural revitalization were analyzed.The objective is to offer both theoretical insights and practical guidance for enhancing the branding of the festival.The research showed that under the background of the comprehensive rural revitalization,the value of the brand construction of the Tibetan horse racing festival is reflected in the fact that it is conducive to activating the national memory and guarding the spiritual root;it is conducive to driving industrial integration and helping common prosperity;it is conducive to condensing community consensus and optimizing rural governance;it is conducive to broadening the channels of income increase and improving the wellbeing of farmers and herdsmen.At the same time,it also faces weak brand awareness and lagging top-level design;the brand image is solidified and the cultural core is not excavated enough;brand communication is blocked and narrative communication efficiency is low;brand governance dilemma,traditional and modern tension imbalance;the brand extension is weak,and the degree of industrial integration is limited.In view of this,it is proposed to strengthen brand strategic awareness and improve the top-level design system;decoding the gene of national culture and reconstructing the brand image of horse racing;break through the barriers of brand communication and improve the effectiveness of narrative communication;innovating brand governance mode to balance traditional and modern contradictions;extend the brand industry chain and deepen the integration of sports and tourism industry.
作者
冯子健
朱亚成
张青
FENG Zi-jian;ZHU Ya-cheng;ZHANG Qing(School of Physical Education,Wuhan Institute of Bioengineering,Wuhan,Hubei 430415;School of Physical Education,Xizang Minzu University,Xianyang,Shaanxi 712082;Physical Education Teaching Department,Yangling Vocational and Technical College,Yangling,Shaanxi 712100)
出处
《安徽农业科学》
2026年第3期255-258,共4页
Journal of Anhui Agricultural Sciences
基金
2023年度国家社会科学基金西部项目(23XTY003)。
关键词
乡村全面振兴
藏族赛马节
品牌建设
Rural comprehensive revitalization
Tibetan horse racing festival
Brand building
