Culture Brand Communication And Derivative Products Development Of Gesar Thangka

In highly global exchange and convergence today, every culture, country, nationality reached an unprecedented communication period. Cultural and creative industries in the rise and encouraged around the world, especially the development of national cultural brands related to the development of country and nationality. The development of culture brand is a complex system involved in many ways, such as history, geography, humanities, arts, tourism and livelihood. It’s a very effective way to spread the national characteristics, build the brand and encourage the regional economy by the traditional arts. The traditional arts and related derivatives blaze abroad is the first step of acquaintance and consumption. In particular the development of derivatives penetrate to modern life, it is the national culture development keeping pace with the times in fact.As a representative national culture, the epic "Gesar" has to not only to play the essence of communication and the purpose of sharing culture, it should use its advantages and features to create new opportunities for development, and got its new value and vitality to build a influential cultural brand.This thesis is research about derivatives from needs of modern life, the derivatives include material products and dematerializations, it’s based on the epic "Gesar" theme Tibetan thangka art. And absorb the success experience of comparable cultural brands at home and abroad, to make the Tibetan culture "Gesar" thangka to build a sustainable industry with regional feafures and derivatives industrial chain with national characteristics. To put forward the suggestions about the innovate design by analysis of existing products on the development of derivatives, and take the "Gesar" thangka tea-things design by author for example to how to design the derivative material products. This thesis in the hope of broaden the thinking on revive the national cultural brands and cultural creative industries.Innovation of this paper is that by the excavation of epic "Gesar" culture, to open thinking for the traditional art such as "Gesar" thangka, with an extensive train of thought for the cultural brands diffusion, the derivative products design and derivatives industrial chain construction.