浅析纸影艺术目标消费人群的创新再构建策略

民间传统艺术纸影戏虽被列为＂世界非物质文化遗产＂,有着深厚的文化底蕴,但其目前发展的状况却不容乐观。随着时代更迭,纸影戏被新兴的娱乐产品所代替,目标消费人群日益减少。当下消费人群趋向年轻化,纸影艺术消费人群需要重新构建,才能更具生命力;通过对年轻消费人群的消费心理分析,提出具有针对性的传播策略建议,使传统纸影艺术再次回归大众视线。

Although it is listed as the world intangible cultural heritage and has a profound cultural heritage, the development of traditional folk art paper plays is not optimistic. With the change of times, the paper film play is replaced by the new entertainment products, and the target consumers are decreasing day by day. At present, the consumer groups tend to be younger, and the readers of paper art consumption need to be rebuilt to have more vitality; Through the analysis of the consumption psychology of young consumers, this paper puts forward some targeted communication strategies to make the traditional paper art return to the public’s sight again.