“茶马古道”遗产保护中的文化品牌建设

文化遗产可以展现一个地区的文化脉络，也是评价该地区文化深度与厚度的要素之一。对待历史功能在现代社会发生了一些转变的文化遗产，应该加以保护还是改善开发是学界引发广泛讨论的论题。而冻结与封存并不能体现文化遗产的价值，尽管茶马古道的部分历史功能已经消逝或改变，但其在过去近20年问已经以一个文化标签的形式进入了大众文化视域，成为一个区域形象符号。树立品牌建设观念，遵循文化品牌建设的原则、规律进行综合性的保护与利用，是此类跨区域、跨民族、跨文化类型的文化遗产保护与传承的重要方式。

Cultual Brand Building in the Process of the Tea Horse Road Preservation

For the cultural heritage whose historical functions have been changed in modern society,should special measures be taken to protect them or their new functions be developed? Such an issue casts a stone into the still water of academia.If they are just left untouched,the value attached to these cultural legacies will not be reflected.Although some of the historical functions of The Ancient Tea-Horse Road have faded or changed, the past 20 years have witnessed that it has,in a form of cultural label,came into the horizon of mass culture. Establishing a conception of brand building and thenacting on its principles and rules,we should adopt a method stressed by comprehensive preservation and utilization towards the cultural heritage,which in turn should be applied to the preservation and inheritance of the cultural heritage,trans-regional,cross-national and cross-cultural.