2022年北京冬奥会文化衍生产品的开发路径研究

Research on the Development Path of Cultural Derivative Products of Beijing 2022 Winter Olympic Games

2022年北京冬奥会文化衍生产品主要是以多样的产品体现冰雪运动项目文化,并将中华体育精神要素融入其中,使其成为传播奥林匹克精神与中华体育精神的重要载体。采用文献资料法、逻辑分析法等,分析“2022年北京冬奥会文化”的内涵、“2022年北京冬奥会文化衍生产品”的内涵与文化价值,以及2022年北京冬奥会文化衍生产品开发现状,在此基础上,提出北京2022年冬奥会文化衍生产品的开发路径:促进“2022年北京冬奥会”的品牌化;充分开发北京2022年冬奥会文化衍生的无形产品;提炼中华优秀传统文化要素融入2022年北京冬奥会会展,扩大2022年北京冬奥会的影响力;加强2022年北京冬奥会文化衍生产品间的关联性,形成产业链。以期从理论层面在2022年北京冬奥会文化衍生产品开发路径研究方面有所突破,为2022年北京冬奥会文化衍生产品的开发提供理论参考。

The cultural derivative products of the Beijing 2022 Winter Olympics mainly embody the winter sports culture with a variety of products,and integrate the elements of Chinese sports spirit into it,making it an important carrier to spread the Olympic spirit and the Chinese sports spirit.This paper analyzes the connotation of the“culture of Beijing 2022 Winter Olympics”,the connotation and cultural value of the“cultural derivative products of Beijing 2022 Winter Olympics”,and the development status of the cultural derivative products of Beijing 2022 Winter Olympics by using the methods of literature review and logical analysis.On this basis,it puts forward the development path of the cultural derivative products of Beijing 2022 Winter Olympics:to promote the formation of the brand of“Beijing 2022 Winter Olympics”;to fully develop the intangible products derived from the culture of Beijing 2022 Winter Olympics;to integrate excellent traditional Chinese cultural elements into Beijing 2022 Winter Olympics exhibition,and expand the influence of Beijing 2022 Winter Olympics;to strengthen the relevance between cultural derivatives of Beijing 2022 Winter Olympics,and form the industrial chain.It is expected to make a breakthrough in the research on the development path of cultural derivative products of Beijing 2022 Winter Olympic Games from the theoretical level,and provide theoretical reference for the development of cultural derivative products of Beijing 2022 Winter Olympic Games.