| In recent years,with the development of the national economy,the per capita consumption index has increased,and national consumption has shifted from material consumption to spiritual consumption.Under the market-oriented promotion of traditional cultural relics such as the "Forbidden City" and "Dunhuang",the activation and utilization of Chinese traditional culture has become a new driving force for industrial innovation and development.Against this backdrop,the "Chinese Festivals" series of programs on Henan TV aired 14 episodes in 2021 and 2022,which attracted widespread attention both domestically and internationally.At the same time,the commercial monetization ability of the programs also greatly improved in the past two years.This article takes the "Chinese Festivals" series of programs on Henan TV as the research object,and uses a single case study method to conduct a longitudinal analysis of the programs.Based on the dynamic ability theory,it analyzes and studies the activation and utilization of traditional Chinese culture.This article first reviews the literature related to the activation and utilization of traditional Chinese culture and the "Chinese Festivals" series of programs on Henan TV.It summarizes the theoretical basis of dynamic ability and,based on previous research,selects Teece’s dimensions of dynamic ability: perception ability,acquisition ability,and transformation ability as the research framework for the "Chinese Festivals" series of programs on Henan TV.Then,through the established theoretical framework,a longitudinal case analysis was conducted on the different stages of the development process of Henan TV’s "Chinese Festivals" series programs.Research shows that at different stages of development,the dominant dimension of dynamic ability in Henan TV’s "Chinese Festivals" series programs is different.Supported by the constantly improving dynamic capabilities,the program perceives market changes and technological environment through "perception acquisition transformation",understands consumer preferences,actively integrates internal and external resources,quickly iterates and innovates program content,derives traditional cultural programs,continuously expands communication channels,creates cultural and creative products,develops the tourism industry chain,increases online and offline models,further expands industrial attributes,and enhances brand influence,Enhance its commercial value,thereby achieving the inheritance and utilization of traditional Chinese culture. |
