Curator: Jiwenxing auspicious culture.
Abstract:Monastic economy: It refers to an industrial form in which temples, monasteries and other religious sites transform their own culture, beliefs and other intangible cultural heritage into economic value through carrying out activities with economic value, and obtain benefits from them. The monastic economy has become a very important industry at home and abroad, which not only contributes to the inheritance of Chinese culture and the promotion of religious beliefs, but also promotes the development of tourism and the promotion of regional economy. Starting from the development of the temple economy in Japan, this paper analyzes the current situation and shortcomings of the temple economy in China, and gives 40 specific suggestions for the development of the temple economy.
1. The development of monastic economy abroad
As a traditional Buddhist country, Japan has developed temples and monasteries, which has led to the development of a very mature temple economy in Japan. In Japan, the temple-driven temple economy has become a very important part of the country's tourism industry. The following are some of Japan's most representative temples.
The development, products and highlights of the top 10 temples in Japan in terms of cultural and creative industries, and income are as follows:
Kichijoji (Kyoto Prefecture): Kichijoji has created the "Happiness Shop", which combines the traditional culture of the temple with modern commerce, and offers a variety of products such as traditional handicrafts, temple goods, and amulets. Among its revenues, the cultural and creative industries have contributed greatly.
Yokajiji (Kyoto Prefecture): Yokaji's products in the cultural and creative industries cover temple culture and handicrafts, such as small bonsai created through the art of pruning trees and unique bonsai art.
Hase-dera Temple (Nara Prefecture): Hase-dera Temple has created the "Walking in the Mountains of Hase-dera Temple", organically combining history and modern landscapes, and has launched nature experiences and cultural and creative products that are unique to Nara Prefecture.
Jinfengshan Temple (Shiga Prefecture): The products launched by Jinfengshan Temple in the cultural and creative industry are mainly based on natural landscapes, including "carp jumping over the dragon gate" glutinous rice balls, mermaid glass musical instruments and other cultural and creative products.
Anyangji Temple (Nara Prefecture): In terms of the development of cultural and creative products, Anyangji Temple pays more attention to its beautiful night scene, and has launched cultural tourism products such as night view food street and night view garden.
Kiyomizudera Temple (Kyoto Prefecture): Kiyomizudera Temple has created the "Kiyomizu Landscape Cultural Park" in the cultural and creative industries, and is committed to launching key cultural products such as fans and plant perfumes.
Ninnaji Temple (Kyoto Prefecture): Ninnaji Temple is famous for its Japanese fragrant tea and specialty snacks, while also introducing beautiful porcelain and exquisite food products in the cultural and creative industries, such as Kyoto's specialty dessert "matcha pudding".
Kameyama Castle (Fukuoka Prefecture): Kameyama Castle has launched many cultural products in the cultural and creative industries with its unique architecture and mountain landscapes, such as Kameyama Castle models, mobile phone buckles, calligraphy and paintings, etc.
Donglinji Temple (Kyoto Prefecture): Dongrinji Temple has launched cultural products such as handmade embroidery (such as longevity embroidery), tea sets, and glass products in the cultural and creative industries.
Nishi Hongji Temple (Tokyo): In terms of the development of cultural and creative industries, Nishi Honganji Temple mainly provides services as cultural institutions, including the guidance and tour activities of acknowledging temples and the provision of exhibitions of historical relics.
In general, the development of cultural and creative industries in these temples pays more attention to combining traditional culture with modern changes, launching cultural products with highlights and characteristics, and then achieving a certain economic income.
2. Analysis of the Chinese monastic economy
China's monastic economy is still very backward compared to Japan's, mainly because of the lack of long-term cultivation and development. In China, the operation and management of temples are still in a relatively early stage, and there are still many problems in terms of commercialization, service level, brand image, etc.
1.There are deficiencies.
1) Brand confusion: There are many temples in China, but the brand image is not uniform, the operation is loose, the business model is single, and the scale and brand management are lacking.
2) The service level is not high: some temples are still operating in the traditional way, and the service level and management level are relatively low, and the tourists' tour experience and cultural feelings are lacking.
3) Low degree of commercialization: Many monasteries and temples have not yet translated their culture and beliefs into economic value, and have failed to tap the potential of commercial operations.
2.How to better play China's monastic economy.
1) Use the Internet and information technology to improve the popularization and popularization of faith and religious cultural inheritance, start the digitization of natural and cultural tourism, promote and innovate religious and cultural creative products, and attract more young tourists through online tools such as e-commerce and mobile Internet.
2) Encourage temples to carry out cultural festivals and other activities, further develop the religious, cultural and other resources of Chinese temples, promote temple culture, and let more tourists better understand Chinese culture.
3) Advocate public welfare, pay attention to long-term development and sustainability, attach importance to public welfare and social responsibility, transform religious culture into public welfare power, and provide support for social welfare undertakings such as culture and education, health care, etc.
3. 40 Suggestions for the Development of the Monastic Economy in China
We should raise awareness of the protection of cultural relics, take measures to protect and repair ancient buildings, and ensure the authenticity and uniqueness of religious culture.
Introduce professional marketing companies and operating agencies to improve the management level and market operation ability of the temple.
Promote temple culture and beliefs, and set up lectures, trainings, publicity and other activities to improve the public's awareness and understanding of religious culture.
Give full play to the social role of the temple, actively participate in social welfare undertakings, such as poverty alleviation, disaster relief, etc., and contribute to the society.
Promote international exchanges and cooperation in religious culture, and expand the international influence and recognition of Chinese monastic culture.
Build religious and cultural bases and education bases, and provide diversified academic exchanges, cultural experiences, curriculum training and other services.
Innovate the education format, set up special courses, cultural experiences, cultural exhibitions, etc., to provide students with diversified and innovative academic and cultural activities.
Strengthen the cultivation and introduction of talents, give full play to the role of professional capital, improve the management and operation level of monasteries, and promote the rapid development of monastic economy.
Innovate the economy of temples and scenic spots, introduce new technologies such as Internet +, VR, AR, and big data, and strengthen the integration with the Internet, tourism, e-commerce, cultural creativity and other industries.
Pay attention to environmental protection, expand eco-tourism, green economy, etc., and realize the sustainable development of industry, tourism and environment.
Strengthen the safety management of temples, establish and improve fire protection, emergency and other safety management systems, and ensure the safety of tourists and religious activities.
Promote the in-depth integration of religious culture and cultural and creative industries, and launch cultural products with national characteristics to meet the cultural consumption needs of consumers.
Establish brand alliances, strengthen cooperation between temples, temples and tourism enterprises, and cultural enterprises, and promote the construction and development of Chinese temples.
Set up shops, food courts, specialty hotels, etc. in the temple to provide more services and places to consume, and increase revenue.
Improve the publicity of the temple in all kinds of **, and improve the visibility and image of the temple.
Establish a good cooperative relationship with the temple, and provide policy support and financial investment for the development of the temple.
Cultivate temple management and marketing talents, and improve the temple's management and market competitiveness.
Standardize management and services, strengthen the attention and care for tourists and religious believers, and improve the satisfaction of tourists and believers.
Promote the cooperative development of the cultural tourism industry, build cultural tourism blocks, carry out theme activities, and improve the visibility and influence of the temple.
Innovate religious and cultural theme parks, learn from foreign experience, and create temple theme parks with Chinese characteristics to attract more tourists.
Build a religious and cultural brand, strengthen the brand building and brand promotion of the temple, and improve the brand value and popularity.
Launched the temple faith experience project, organized believers and tourists to experience religious beliefs, and improved tourists' sense of identity and loyalty to the temple.
Strengthen the construction of temple networking, establish temple official **, WeChat***, etc., and provide online booking, online payment, online guide and other services.
Hold handicraft fairs in the temple and set up temple villager cooperatives to attract more tourists and merchants to buy paintings, calligraphy, ceramics, handicrafts, etc.
Comprehensively improve the quality of tourism services, optimize the service process for tourists, expand the scope of forbidden areas, strengthen environmental sanitation, etc., and vigorously promote civilized tourism.
Promote the cooperative development of temples and tourism enterprises and non-religious tourist attractions, optimize tourism routes, and enrich tourism content.
Pay attention to the story and emotion of the temple, and carry out activities such as temple story meetings, explanations, and chanting in the temple to enhance the cultural connotation.
Enhance the image of the temple, create distinctive temple logos, theme parks, cultural characteristic blocks, etc.
Through the integrated development of religious culture and tourism industries, we will create a new temple business model and experience to achieve a win-win situation.
Establish a regular audit system to strengthen the supervision and management of the temple's financial management and economic operations.
Jointly carry out research on various temple economic systems, and supervise, standardize, and promote the healthy development of the temple economy in accordance with the law.
Strengthen cooperation and exchanges with international religious and cultural organizations and foreign temples, and promote Chinese temples to become an important global religious tourism distribution center.
Promote religious and cultural knowledge, strengthen universal education for minors, colleges, new immigrants, etc., and establish cooperation models such as "temples + schools".
Provide a variety of religious activities, such as meditation enlightenment, meditation and health preservation, Buddhist health preservation, etc., to expand the economic benefits of the temple.
Establish a national-level temple tourism demonstration zone to improve the standardization, normalization and systematization level of temple tourism.
Highlight cultural creativity, launch intangible cultural heritage products, integrate regional cultural characteristics and ethnic customs elements, and create a characteristic brand of Chinese culture for 5,000 years.
Establish an intelligent system and launch a temple explanation and information push system to enhance the quality of visitor experience.
Carry out museums, cultural exhibitions, science and technology exhibitions and other cultural boutique projects to promote temple culture and history.
Highlight the value orientation of religious culture, promote the healthy development of the temple economy, and promote the simultaneous development of modern civilization and spiritual civilization in the new era.
Guide the temple to gradually move towards modernization and marketization, establish a scientific and standardized management system and operation mechanism, and realize the healthy and sustainable development of the temple economy.
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