IP视角下建构红色旅游文创产品的符号战略

The Symbolic Strategy of Constructing Cultural and Creative Products for Red Tourism from IP Perspective

通过对红色文化旅游地的实地调研、文献及案例分析,探索建构红色旅游文创产品设计的符号战略。从IP的视角,剖析了红色旅游文创产品IP资源开发设计的基础及孵化的内驱力,力求挖掘红色旅游文创产品开发市场潜能;运用符号战略从共识性符号维度、认知维度、语境维度三个层面探索红色文化传播符号的选取策略;从物质形态层面和精神层面探索提取典型性的红色文化IP符号元素策略;从消费者的需求、审美意象等方面探索红色文化IP符号设计转化策略。力求借助IP符号的力量,建构红色旅游文创产品设计的符号战略,使之成为实现建构红色旅游文创产品的创新发展形式、红色文化价值的承传,激活市场消费潜力,提升产品商业价值的有效策略。

Through the field research,literature and case analysis of the red cultural tourism area,this paper explores the construction of the symbol strategy of the design of cultural and creative products for the red tourism.From the perspective of IP,this paper analyzes the foundation of IP resource development and the driving force of incubation of cultural and creative products for red tourism,and tries to tap the market potential of cultural and creative products for red tourism.This paper explores the selection strategy of red cultural communication symbols from three aspects:consensus dimension,cognitive dimension and context dimension;Explore the strategy of extracting typical red cultural IP symbol elements from the material form level and spiritual level;Explore the red cultural IP symbol design transformation from the aspects of consumer demand,aesthetic image,etc.With the power of IP symbol,we try to construct the symbol strategy of the design of cultural and creative products for red tourism,make it an effective strategy to realize the innovative development form of cultural and creative products for red tourism,inherit the red cultural value,activate the consumption potential of the market,and improve the commercial value of products.