중국 지역 문화의 문화브랜드화 현상연구 - 山西省 『又見平遙』공연을 중심으로 -

Abstract

During the twelfth five year period (2011–2015), the local Chinese government has made every effort to foster China’s cultural industry as a pillar of its economy, and to promote radical reform of regional economies. As part of this effort, the Chinese government is concentrating both on its cultural resources, and also on the progress and development of a creative cultural industry based on these cultural resources. In this process, there are vigorous movements seeking adequate measures to utilize the cultural resources, and to organize and preserve the cultural resources that each region in China has. In developing its cultural industry, it has focused on the phenomenon of the branding of cultural resources. YouJian PingYao is one of the cultural industries being created in China. During the twelfth five year period, Shanxi encourage each area to promote its own cultural development. In this research, a typical cultural brand, the activation of the phenomenon, and the cultural meaning of the Ancient City 'Ping Yao' among the typical cultural brands in Shanxi, will be dealt with. Next, it will also deal with how the cultural meaning of Ping Yao has been visualized as “YouJian Pingyao”. Through this process of discussion, the topic of how the cultural brand image has been established will be fully explored.