“非遗+”文化创意产品创新开发策略研究

Study on the Innovation Development Strategy of Cultural Creative Product in the Intangible “Heritage+”Vision

文化创意产品设计与开发,成为非物质文化遗产保护与传承的一个重要途径。大力发展非遗文创事业,有助于弘扬非遗文化内在价值、唤起人们非遗文化保护意识和拓宽非遗文化传播路径。当前非遗文创的设计与开发尚存在诸多不完善的地方,需要立足于非物质文化遗产的保护与传承,创新文创产品开发思路。通过化繁为简的方式彰显非遗文化元素,以个性化符号诠释非遗地域特色,依托媒体联动打造产品体验和营销新空间,是当前非遗文创产品创新开发的有效途径。

The design and development of cultural and creative products has become an important way to protect and inherit intangible cultural heritage.The development of non heritage cultural and creative undertakings is helpful to carry forward the intrinsic value of intangible cultural heritage,arouse people's awareness of the heritage protection and broaden the path of its transmission.At present,there are still many imperfections in the design and development of non heritage cultural and creative products.We need to broaden and innovate the development ideas in order to better protect and inherit it.It is an effective way for the innovation and development of non heritage cultural and creative products to highlight the cultural elements by means of simplification,interpret the regional characteristics with personalized symbols,and create a new space for product experience and marketing on the basis of media linkage.