基于“互联网+文化IP”下的非遗产品发展研究——以上海灯彩为例

Research on Development of Intangible Heritage Brands Based on"lnternet Plus Culfural IP"

自2005年正式启动非物质文化遗产保护工作以来,各个非遗项目都在政策扶持的基础上积极寻找自身发展的途径,以实现自给自足。其中最具代表性的就是依托产业化发展,运用文化IP打造非遗的商业帝国。本文对非遗文化产业的数字化发展的现状及进展进行梳理和分析,以上海灯彩为例,从非遗文化发展现状、文化产业IP发展新路径及文化产业数字化面临的挑战等层面,探究非遗文化衍生产品的市场化情况与前景。

This article reviews and analyzes the current situation and progress in digital development of intangible cultural heritage industry.Taking Shanghai Colored Lantern Making as an example,this article probes into the marketization prospects of intangible cultural heritage derivatives from the perspective of the current development situation of intangible cultural heritage culture,the new development path of cultural industry IP and the challenges for the digital cultural industry.