Commercializing “Only This Green” Poetic Dance Drama Amidst “Guochao”—From a Brand Management Perspective

• 영문명: 国潮视域下舞蹈诗剧《只此青绿》的商业化路径研究—基于品牌管理的视角
• 발행기관: Korea Institute for Humanities and Social Sciences(KIHSS)
• 저자명: LI Liliang
• 간행물 정보: 『Journal of Global Arts Studies (JGAS)』Vol.3, No.2, 57~66쪽, 전체 10쪽
• 주제분류: 인문학 > 기타인문학
• 파일형태: PDF
• 발행일자: 2025.06.30

국문 초록

[Background] In the National Trend 3.0 era, commercializing traditional culture is key. While foreign influences challenge traditional dance, “Only This Green”—a dance-poetry drama inspired by “Thousand Miles of Rivers and Mountains”—offers a modern “green-and-blue landscape” interpretation. This integrates cultural confidence with commercialization, providing a vital case study for brand-oriented traditional art IP. [Objective] This study explores how brand management strategies drive the commercial value transformation of cultural IP, analyzing “Only This Green” to understand brand management's role in traditional artistic and cultural IP commercialization. [Method] Based on 8P marketing and SWOT matrix theories, this paper constructs a three-dimensional commercialization model of “positioning-communication-extension”, using case study to analyze Only This Green's practices in positioning, communication and value extension. [Results] “Only This Green” successfully achieved contemporary traditional art expression and commercial value conversion. This was accomplished through precise positioning as “cultural relic IP+artistic innovation,” an “online-offline integration+cross-industry collaboration” communication matrix, and diversified extension strategies (cultural products, tourism). Its success highlights brand management's critical role in synergistically developing cultural and commercial value. [Conclusion] Commercializing traditional cultural IP must center on artistic value, leveraging brand management strategies to create a “cultural core-commercial monetization” closed-loop. This study offers a replicable framework for traditional art IP commercialization and expands brand management theory applications in the cultural and creative industry.

영문 초록

【背景】在国潮3.0 时代，传统文化的现代表达与商业化发展成为文化产业核心命题。外来文化冲击下，传统舞蹈面临传承困境，而舞蹈诗剧《只此青绿》以《千里江山图》为灵感，通过“青绿山水”的现代转译，实现了文化自信与商业化的有机结合，为传统艺术文化IP 的品牌化运营提供了典型案例。 【目的】探究如何通过品牌管理策略驱动艺术文化IP 的商业化价值转化，分析《只此青绿》商业化路径中的策略应用，探讨品牌管理在传统艺术文化IP 商业化过程中的作用及机制。 【方法】基于8P 营销理论和SWOT 矩阵理论，构建“品牌定位-传播-延伸”三维驱动的商业化路径模型，采用案例分析法，系统剖析《只此青绿》在品牌定位、传播策略及价值延伸等方面的实践。 【结果】《只此青绿》通过“文物IP+艺术创新”的精准定位、“线上线下联动+跨界协同”的传播矩阵，以及文创开发、文旅融合等多元延伸策略，实现了传统艺术文化的现代表达与商业价值转化。其成功印证了品牌管理在推动文化与商业价值协同发展中的关键作用。 【结论】传统文化IP 的商业化需以艺术价值为内核，借助品牌管理策略构建“文化内核-商业变现”闭环模式。本研究为传统艺术IP 的商业化提供了可复制的实践范式，拓展了品牌管理理论在文化创意产业的应用边界。

목차

1 引言

2 理论基础与研究模型

3《只此青绿》的商业化路径

4《只此青绿》的商业化挑战与优化策略

5 结论

参考文献

키워드

Guochao Dance Poetry Drama “Only This Green” Commercialization Path Brand Management 国潮；舞蹈诗剧《只此青绿》；商业化路径；品牌管理