非遗品牌传播视角下的梅山剪纸传承与创新设计研究

Research on the Inheritance and Innovative Design of Meishan Paper-cut from the Perspective of Non-genetic Brand Communication

我国非物质文化遗产保护名录的出台,使很多传统民俗文化得以很好地保存与弘扬。梅山剪纸有着深厚的历史底蕴与文化积淀,是湖南益阳安化地区民间艺术的经典代表。在梅山剪纸艺术的继承与发扬过程中,找准市场定位,加强对剪纸产品的优化提升与品牌推广;利用现代多媒体技术,丰富剪纸品牌的宣传渠道,拓宽剪纸产业的发展空间与营销途径;在剪纸产业发展过程中,融合地方特色,进一步增加剪纸产品的文化内涵;利用旅游和影视文化交流等活动,帮助梅山剪纸有效推进品牌宣传。

The introduction of my country’s intangible cultural heritage protection list has enabled many traditional folk cultures to be well preserved and promoted.Meishan paper-cut has a profound historical and cultural heritage,and is a classic representative of folk art in Anhua,Yiyang,Hunan.In the process of inheritance and development of Meishan paper-cut art,identify the market positioning,strengthen the optimization and promotion of paper-cut products and brand promotion;use modern multimedia technology to enrich the publicity channels of paper-cut brands,and broaden the development space and marketing channels of paper-cut industry;during the development of the paper-cutting industry,local characteristics are integrated to further increase the cultural connotation of papercutting products;activities such as tourism and film and television cultural exchanges are used to help Meishan paper-cutting effectively promote brand promotion.