以“盲盒”形式推广传统文化策略研究

Strategies of Promoting Chinese Traditional Culture via Blind Box Toys

近年来,传统文化的推广与传承越来越受到国家的重视。设计出以传统文化为主题的盲盒玩具,可成为推广传统文化的有效手段。盲盒玩具由于其较低的单价、成功的营销模式及年轻化的审美设计而受到年轻群体的广泛追捧。文章从盲盒的这三个优势出发,以文化结构的四分法为基础,结合传统文化的特点,探讨将盲盒应用于传统文化推广的具体策略。

In recent years,the promotion and inheritance of traditional culture has received more and more attention from the country.The blind box toy design with traditional culture as the theme can be an effective means to promote traditional culture.Blind box toys are widely sought after by young people due to their low unit price,successful marketing model and youthful aesthetic design.Starting from these three advantages of blind boxes and combining the characteristics of traditional culture,this article discusses speci-fic strategies for applying blind boxes to the promotion of traditional culture,based on the quadrant of cultural structure.