基于“互联网+”的传统手工艺产业化经营模式——以朱仙镇木版年画为例

The Industrialization Management Mode of Traditional Handicrafts Based on "Internet+"——A Case Study of Zhuxianzhen Woodcut New Year Pictures

"互联网+"日益融入传统手工艺振兴发展之中,给其产业化经营带来更多的机遇与挑战。以朱仙镇木版年画为例,在互联网时代其产品内容和形态亟待创新,对新兴消费市场的把握有待加强,产业整体转型水平更需提升。通过互联网新思维、新技术、新内容和新平台构建朱仙镇木版年画产业化经营模式和路径体系,在根本上就要逐渐强化用户思维、融合思维、社群思维等,不断发挥数字化技术、融媒体技术、新兴互联网衍生性技术等的支撑作用,合理促进与图文、视频、音频等网络文化形态的跨界融合,加快以互联网为主导打造朱仙镇木版年画开发性、营销性、体验性等平台,由此促进传统手工艺社会效益优化和经济效益释放的统一。

Internet is increasingly integrated into the development and revitalization of traditionalhandicrafts,and brings more opportunities and challenges to their industrial operation.In terms of Zhuxianzhen woodcut New Year pictures,product content and forms still need innovation in the internet era,the emerging consumer markets need to be better grasped,and the industrial transformation needs improvement.Through new thinking,new technology,new content and new platform of Internet,constructing industrial management mode and path system of Zhuxianzhen woodcut New Year pictures,in essence,is to strengthen the user thinking,integration thinking,community thinking and so on.It is necessary to utilize the supporting role of digital technology,media technology and other Internet derivative technologies.Also,the cross-border integration of Zhuxianzhen woodcut New Year pictures with text,graphic,videos,audio and other Internet cultural forms should be promoted.To create the developmental,marketing and experiential platform of Zhuxianzhen woodcut New Year pictures,so that the unification of social and economic benefits of traditional handicrafts can be promoted.