【作者】 李海霞；

【导师】 胡正荣；

【作者基本信息】 山东大学 ， 专门史， 2009， 博士

【摘要】 坐落在中岳嵩山少室山北麓的少林寺不仅是禅宗祖庭、少林功夫发源地,慧光还是四分律宗的开山祖师,“少林药局”亦有“中国佛门医宗”之谓。1500多年来,少林寺薪火相传,保持着佛教传承法脉,产生了博大精深、个性鲜明的文化。少林文化本质上是佛教禅宗文化,主要包含禅、武、医、艺四部分。1982年电影《少林寺》的上映和20世纪80年代以来风靡大陆的武侠小说和武侠影视使少林寺重新回到人们的视野,甚至成为让人神往的地方。随后,地方政府也想通过培育品牌拉动地区经济、塑造地区形象,少林旅游、武术教育产业和相关产业也相继发展起来。随着少林寺的声名远播,各种打着“少林”旗号实与少林寺无涉的各种商业活动如雨后春笋般冒了出来:各类经营者都到少林景区内抢滩;以“少林”命名的武术馆校陆续建立;假冒少林僧人的各路人马到处骗钱;“少林’’和“少林寺”商标在国际范围内被抢注。“少林”成为各种商品的符号。寺外的各种活动与少林寺无涉,但因与少林文化品牌之间具有品牌联想关系,使少林文化的内涵开始被混淆和曲解。少林寺于是以少林文化传承人的身份申请注册“少林”和“少林寺”商标,进而开展了各种文化产业经营和文化保护活动。这些活动都围绕少林文化品牌进行:注册商标,为从法律上保护品牌;以少林文化和品牌为基础,整合外部资源进行产业开发;产业开发带来经济实力的增强,又进一步反哺文化,促进了文化的传承和发展,实现少林文化品牌保值、增值。少林文化品牌开始走上良性循环的道路。这个过程中,由于少林寺佛教组织的身份,由少林文化产业化引发的各种争议也相伴始终。现实中以品牌带动产业开发的例子很多,但并不是都如少林文化品牌一样能实现持续增值;也并不如少林寺的产业经营一样能引来如此多的争议。因此,少林文化品牌化过程本身值得研究。本文的价值不仅体现在对少林寺现象的分析能为少林寺提供参考上,更体现在延伸思考上。本文主要探讨了少林文化品牌化案例对民族民间传统文化(以下简称传统文化)品牌化和产业化的启示。综合起来,一个商业品牌,包含三个层面的内容:在法律上,它是一种受保护的产品和劳务的商标;在生产者那里,它是代表拥有者形象的一项无形资产;对消费者来说,品牌则意味着一系列传递产品特性、利益、文化和联想的信息总和。法律意义上的品牌、经济意义上的品牌和文化意义上的品牌融为一体,构成完整意义上的品牌。品牌内涵的高涵盖性使其兼顾了文化、法律和经济三个领域。文化品牌的发生则有两种途径,一种和普通商业品牌的途径相一致,另外一种是先有了一个文化概念,然后再将之品牌化。而对后者的研究很少。少林文化品牌化正是实践了后一种路径。本文以商业品牌作参照考察少林文化品牌化过程,提出现有的传统文化品牌只是文化意义上的品牌,需要确定权利主体,进行经营才能成为真正意义上的品牌;找出了传统文化品牌与商业品牌在品牌化路径上的不同;并提出了传统文化品牌不同于普通商业品牌的一些特征。品牌对经营企业的人来说,是一个策划课题,这是商业品牌理论的立论角度;对地方政府来说,是发展区域经济的问题,是目前的大多数文化品牌论文的立论角度;而本文从文化传承和品牌良性发展视角出发。少林寺僧人是少林文化的当代传承主体,而有关少林寺的众多争议也为本文审视品牌作用机制提供了可能。由于同时考虑了文化传承因素,本文提出了能有效地解决知识产权独占性与文化资源共有属性之间的矛盾以及产业开发与文化传承之间矛盾这两个产业化难题的品牌作用机制。权利主体确定之后,对两个难题的解决本就是品牌管理题中应有之意。全文分为7部分:导论部分对论文的选题由来及意义、相关领域研究现状、写作思路、论文的创新之处和不足做了说明。第2部分介绍了本文相关基本概念,包括商业品牌,达成“品牌化”的标准。重点介绍了品牌的三个层面,正是这三个层面的完整与否使得少林文化品牌与普通商业品牌有了区别,使得“少林文化品牌化”这一论题值得探讨。在这三个层面参照下本章指出了少林文化品牌化要达到的目标。第3部分描述了少林文化向文化产业品牌的转化过程。首先在和其他寺院对比的基础上找出了少林寺的特点;在和佛教文化和禅宗文化对比的基础上找出了少林文化的特点,因为个性正是品牌的需要。本章提出以技艺和禅的关系来理解少林功夫,有助于理解有关少林寺的各种争议,也为禅文化的开发方式提供了思路。少林文化向文化产业品牌的转化过程包括三个阶段:少林文化→少林文化品牌→从法律上完善品牌→从经济上完善品牌。这三个阶段的完成标志着完整意义上的品牌的形成。论述过程中,品牌的作用机理穿插其中。第4部分是少林文化品牌的动态经营。即少林寺注册“少林”和“少林寺”商标,进行产业化经营之后少林文化品牌的发展。少林寺采取了一系列措施,包括文化保护、品牌延伸、品牌国际化、加强品牌传播等,目的是促进品牌的保值、增值。相关的商业品牌理论置于每一部分之前,通过案例分析它们的适用性,并在理论指导下,着重分析了与产业化争议有关的问题。第5部分是少林文化品牌化实效总结。少林寺取得品牌控制权之后取得了一定成效:品牌权利主体之争尘埃落定;文化传播插上了产业翅膀;从源头上控制文化传播;少林景区环境改善;遗产保护与研究形成合力。少林文化品牌的发展步入了良性循环轨道。此部分还指出了制约少林文化品牌进一步发展的因素。第6部分是本文的理论探索部分。分别阐述了少林文化品牌化案例对民族民间传统文化产业化、民族民间传统文化品牌化的启示。首先,分析了案例的参考价值。少林寺案例具有典型性,相比佛教组织来说,它的经验教训对民族民间传统文化更具有参考价值;其次,指出少林寺模式对民族民间传统文化产业化中的两个难题的解决具有有效性,并分析了少林寺模式背后的品牌作用机制;再次,在和商业品牌对比之下,提出了民族民间传统文化品牌的特征与创立路径,论述了民族民间传统文化品牌的监管、定位、延伸和传播,还指出了传统文化与品牌文化的关系。第7部分是结论。分别对“少林寺现象”、民族民间传统文化品牌打造、品牌化在民族民间传统文化产业化中的作用和品牌作用机制进行了归纳总结。更多还原

【Abstract】 The Songshan Shaolin Temple is a religious community. It exists for more than 1500 years and is known worldwide for its extraordinary meditation techniques. The temple’s history and culture represents a unique combination of Buddhism, meditation, martial arts and Chinese medicine. Shaolin culture brand has gone through a tortuous process from laissez-faire stage to a benign and healthy development stage. The experiences and lessons of this case can be helpful to the establishment and maturity of traditional culture brand.The researchers hold different definitions of "what is a brand". In general, the concept of "brand" combined by three levels. In legal, it is the trademark protected by state law; for the owners, it means the intangible properties; as to consumer, it stands for the information of product features, benefits, cultural meanings and ideology. The commercial "brand" is the combination of all these three levels, and it covers the spheres of Culture, Law and regulation and Economy.Cultural brand shares many similarities with common commercial brand. Comparing with the commercial brand, the traditional culture brand origins from definite cultural conception, so it has distinguishing features. According to this, in this dissertation, the author is engaged in adopting the commercial brand management method to the development of traditional cultural brand, verifying the applicability of the theory in traditional cultural branding, and also proposing the particularity of traditional culture brand.From a culture view, the traditional and folk culture (hereinafter referred to as the traditional culture) could arouse the identity recognization, and also serve as culture resource for culture industry. It’s an important way to inherit and develop national and traditional culture to promote the development of cultural industry. In the process of industrialization, because the market and culture follow the different rules, traditional culture is often hurt for misuse. How to keep a balance between economic benefits and social benefits is a significant issue. According to the relationship between culture product and culture resource, there are two problems needed to answer. The first one is how to deal with trademark’s exclusive privilege and the mass culture inherent. The second one is what can we do to exploit the culture resources and not to superficialize the valuable culture. There is no general acceptable program by now.To the already settled cultural brand, these two problems are unavoidable. It needs to clarify the ownership of trademark, and then make sure the cultural brand prosper in the market. Assume cultural brand as common commercial brand, the two problems could be resolved through brand management, which is a procedure of setting up, maintaining, and strengthening brand equity, to make the produce behavior and products reflect the core value of brand, increase the loyalty of customers. Following the rules of brand management, the two problems are not irresolvable. But, we must hold in mind that culture brands are not common commercial brands. Though they cannot be treated in the same way, cultural brand can get suggestions and valuable experience from commercial brand management.This dissertation is divided into seven parts.The first part is about the reason for the author to choose this theme, and the relevant research in academic field. In the second part, the author introduces the basic concept of common commercial brand and branding, then explains the reasons for contrast with commercial brand theory.The third part is the depiction of the procedure which Shaolin Culture turned into famous culture brand. First, the author introduces information of the Shaolin Temple and Shaolin Culture compared with other temples in China. On the stand of Shaolin kungfu, Shaolin Culture forms the brand of its own successfully. Author also pays attention to the disputation of the ownership of Shaolin as trademark.The fourth part displays the dynamic management and the practice of the Shaolin culture brand. This includes the protection, position, product line extension, communication, and international relationship.After several years of developing, the Shaolin culture brand takes great amount of changes. In the fifth part, the author introduces the beneficiation and the limitation of it. In the sixth part, it’s the theory exploration based on this case. the procedure of traditional culture branding includes three steps, which is creating cultural brand, legally obtaining the ownership of the trademark, then economically making use of and developing the cultural brand.Traditional culture brand has particularity in position, extension and communication. Supervision is needed for traditional culture branding. The seventh part is conclusion of the dissertation.更多还原