民族演艺产业中“差异性”与“共享性”策略——以《云南映象》为例

民族演艺产品的"差异性"优势与"共享性"价值在跨文化交流中具有独特的生命力和艺术魅力。作为演艺产业中经典品牌的《云南映象》在国际演艺市场上的"差异化"策略体现在产生土壤、艺术元素、演职人员和品牌设计中"原生态"理念的运用,使得产品在跨文化交往中以"差异性"优势获得消费的空间。《云南映象》的"共享性"价值体现在产品主题、文化价值、艺术形式和国际定位与国际市场的结合,使它能够突破国家、种族等的限制,从而在国际市场上受到观众的喜爱和认可。

“Differentiation”and“Shared”Strategies Used of National Performing Arts Industry in the Globalization:Take the“Dynamic Yunnan”as a Case

“Dynamic Yunnan”is an original primitive stage in Yunnan province,not only in Yunnan province,but also in the international performing arts market it’s a classic brand of performing arts industry and made very good pub?lic praise.“Dynamic Yunnan”as anethnic minorities brand can succeed in the international market,one of the impor?tant reasons is it combined with the“Differentiation strategy”and the“Shared value”in cross-cultural communication.“Differentiation strategy”of“Dynamic Yunnan”is specific performance in its original ecological concept,including the staffs,the environment,the art elements and the brand design.“Shared value”of“Dynamic Yunnan”is specific per?formance in its combined with the international market in following areas,including the product theme,the cultural val?ue,the art forms,and the international orientation. All these reasons make“Dynamic Yunnan”enable to brokethrough the limitation of country,race,etc,and made the audience’s affection and recognition in the international market.