摘要：目前，我国不少原生态文化项目进入生产领域，但其市场性生产所依托的资源或技术一般是传统的。这些传统资源或技术是既定的和特殊性的，从而与货币性的“同质化”财富（资本）生产的市场经济路径之间的某些因素形成矛盾，体现了原生态文化产业化的特殊性，反映了原生态文化活动和发展的规律性。具体包括：文化自身价值目标与商业价值目标的分割和张力；原貌性保持与重构性消费之间的对立和张力；独特性价值保持与普适性传播之间的矛盾和张力。基于此，原生态文化的市场化开发，应解决文化传承与经济需要的双重目标和任务，应在生产性保护中构制文化载体的经典性和传承性，应注重传统维度与现代维度的平衡性，保持开发的适度性。
关键词：原生态文化项目；文化再生产；产业化；特殊矛盾；开发准则
中图分类号：G03 文献标志码：A 文章编号：1671-1254（2014）02-0093-07
An Analysis on the Special Contradictions in the Industrialization
of Indigenous Ecological Culture Projects
LIU Zong-bi
（Axiology and Economic Philosophy Research Institute， Kaili University，Kaili 556011， Guizhou， China）
Abstract：At present， many Chinese indigenous ecological culture projects enter into the production field， but their production resources or technologies their marketing production depends on are generally traditional and indigenous. These established and particular traditional resources or technologies are in conflict with some factors of the monetary “homogenous” wealth （capital） of marketing economy path， which reflects the regularity of the indigenous ecological culture activities and development. This specifically includes the following three conflicts： first， the segmentation and tension between the cultural value target and commercial value target of the original ecological culture； second， the confrontation and tension between the preservation of the originality and the consumptive reconstruction of the indigenous ecological culture； third， the contradictions and tension between the preservation of the unique value and the universal diffuse of the indigenous ecological culture. Based on the above analysis， the paper concludes that the marketing development of the indigenous ecological culture should solve the problem caused by the dual target and task of cultural heritage and economic needs， establish the heritage and classic peculiarities of cultural carriers in the productive preservation， and make a balance between tradition and modernization， thus keeping a moderate and appropriate development.
Keywords：the indigenous ecological culture projects； cultural reproduction； industrialization； special contradiction； developmental guidelines
我国原生态文化现象融入文化活动、企业生产以及学术研究等多个领域，其中经济领域是重要方面。根据调查，目前国内以“原生态”冠名的企业330多家，加上以产品冠名的企业则达到500多家。这说明原生态文化的许多项目走了市场化的经济道路。但是，原生态文化项目市场性生产依托的资源或技术是传统的，这些传统资源或技术是既定的和特殊性的，从而与货币性的“同质化”财富（资本）生产的市场经济路径之间的某些因素形成矛盾，体现了原生态文化产业化发展规律的特殊性。
一、文化自身价值目标与商业价值目标的分割和张力
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