乡村振兴背景下湖北非遗文化产品创新开发研究

On Innovation and Development of Cultural Products of the Intangible Cultural Heritage in Hubei under the Background of Rural Vitalization

乡村振兴战略背景下,非遗文化产品的创新开发不仅关系着非遗文化的保护传承,更对乡村发展特色文化产业,推动脱贫攻坚,实现全面发展具有重要意义。湖北省非遗文化产品的开发不同程度地存在着一些问题和误区,应围绕产品生产、品牌打造、市场拓展和价值链产业链延伸四个方面,以"文化性价值"为核心,打造特色非遗产品;拓宽目标市场,开发多样化系列产品;以市场为标尺,构建非遗个性品牌;注重价值链和产业链延伸,打造非遗衍生产品,进行非遗资源保护性开发,发展乡村特色文化产业。在非遗文化产品的研发、生产和管理过程中,重视树立现代创新理念和方法,加强队伍建设和提升,进行差异化和规范化管理。

Under the background of rural vitalization,the innovation and development of cultural products of the intangible cultural heritage not only relate to the protection and inheritance of the intangible cultural heritage,but also have great significance to the development of distinctive cultural industry,the promotion of poverty alleviation and the realization of all-round development in rural areas.There are some problems and misunderstandings in the development of the cultural products in Hubei province,and focus should be put on four aspects:product production,brand building,market expansion and the extension of value chain and industry chain.We should create distinctive cultural products with cultural value as the core,broadening the target market and developing diversified series of products,taking the market as the yardstick and building brand products,paying attention to the extension of value chain and industry chain and creating derivative products,carrying out the protective exploitation of the intangible cultural heritage resources and developing distinctive cultural industry of the countryside.In the process of R&D,production and management of the cultural products,we should pay attention to the establishment of modern innovative ideas and methods,strengthening the team construction and its promotion,and implementing differentiated and standardized management.