绍兴箍桶工艺文化的IP价值与再造转化

IP Value and Transformation of Shaoxing Hoop Barrel Craft Culture

通过对绍兴箍桶工艺文化资源系统梳理的基础上进行IP可塑性分析,并从IP化视角完成绍兴箍桶工艺文化资源的转化策略研究。文章主要结合当代用户需求、认知变化发展和时代特征构建绍兴箍桶工艺文化的IP再转化策略,并以此为指导完成IP的创新设计实践。绍兴箍桶工艺文化的IP价值最终总结为包容性、故事性和地域文化异质性,其IP化路径可以通过内容挖掘、形象塑造、设计转化、设计扩容四个具体步骤来实施。IP构建是传统工艺文化实现活态传承的重要途径,能够在保证传统本真性的前提下激起用户共情和时代共鸣。

On the basis of systematically combing the cultural resources of Shaoxing hoop barrel and analyzing the IP flexibility, this paper completes the research on the transformation strategy of Shaoxing hoop barrel craft culture from the perspective of IP. In light of the needs of users, cognitive change and development, and the characteristics of the times, it constructs the IP transformation strategy of Shaoxing hoop barrel craft culture, a guide to complete the innovative design practice of IP. Shaoxing hoop barrel craft culture has IP values such as inclusiveness, a sense of story and regional cultural heterogeneity. Its IP path can be implemented through four specific steps: content mining, image shaping, design transformation and design expansion. IP construction is an important way to realize the living inheritance of traditional craft culture, which can arouse the empathy of users and the resonance of the times to the greatest extent on the premise of ensuring tradition authenticity.