论大运河文化带的妈祖文化创意开发

Creative Development of Mazu Culture in the Grand Canal Culture Belt

从文化产业视阈进行审视,大运河文化带妈祖文化有着鲜明的创意开发价值,有助于推动大运河文化带品牌建设与国家形象传播。推进大运河文化带妈祖文化创意开发,在宏观思路上,要秉持综合开发理念,打破孤立思维,秉持业态共振、外围对接的理念来综合推进,实现大运河文化带妈祖文化创意开发的可持续、融入式发展。在具体举措上,要发掘提炼大运河文化带妈祖文化的意蕴,在此基础上开发多类型、多形态、具有市场吸引力的特色创意产品;要因地借势、顺势而为,将相关产品、项目、元素等植入大运河文化带已有的文化产业发展体系之中,实现"你中有我、共生发展"的整体开发效果;要通过提升具体模块的互动性,激发出大运河文化带妈祖文创项目收益的延伸效应。

From the perspective of the cultural industry,Mazu culture in the Grand Canal Cultural Belt has a clear creative development value,which helps promote the brand construction of the Grand Canal Cultural Belt and the spread of the national image.We should promote the creative development of Mazu culture in the Grand Canal Cultural Belt.From a macro perspective,we must adhere to the concept of comprehensive development,break the isolated thinking,and comprehensively promote the concept of business resonance and peripheral docking to achieve sustainable,integrative development.From terms of specific measures,we must explore the meaning of refining the Grand Canal culture and the Mazu culture,and develop multi-type,multi-form,and market-oriented unique creative products on the basis of this.Projects and elements are embedded in the existing cultural industry development system of the Grand Canal Cultural Belt to achieve the overall development effect of symbiotic development;we must stimulate the Grand Canal Cultural Belt by improving the interaction of specific modules extension effect of Mazu culture and creative project income.