洛阳文创产品开发现状、不足及对策研究

Research on Status of Development,Shortage and Countermeasures of Cultural and Creative Products in Luoyang

近年来,洛阳更加重视文化创意产业的发展,文创产品在种类数量、知识产权数量、经营收入等方面都有了较大幅度的增长。总体来看,洛阳国有主体文创产品开发尚处于起步阶段,但发展势头良好:从博物馆个体开发走向政府引导、国有企业带动的整合发展之路,文化潜力较大;民营主体、企业主导的文创产品已初具规模,出现了特色企业,取得了较好的经济效益。但客观上看,洛阳文创产品开发仍存在着同质化,地域文化特色不突出;产品创意不足,设计理念有待更新;实用价值有限,价格与质量两极分化;销售渠道受限,品牌形象尚未建立等问题。为破解瓶颈、加快发展,未来洛阳在文创产品开发方面,应植根地域文化,突出文化特色;强化创意设计,多元现代呈现;丰富产品种类,明晰产品定位。在文创产品营销方面,建议实施品牌战略,强化文化表达;推广知识产权营销,拓宽盈利空间;完善产品营销体系,促进线上线下融合。在政府政策支持方面,拓宽引进思路,强化人才支撑;调动社会积极性,推动“大众创新”;破解体制限制,创新研发模式;发挥政府职能,激发市场活力。

In recent years,Luoyang has paid greater attention to the development of cultural and creative industries,and these products have increased by a large margin in terms of types,intellectual property rights and business income.On the whole,however,the cultural and creative products of state-owned main body in Luoyang are still in the initial stage,though the development momentum is vigorous:the museums have developed with great potential from self-strength to the integrated governmental guidance and the leadership of the state-owned enterprises;the cultural and creative products with private subjects and enterprises have begun to take shape,with characteristic enterprises and good economic benefits.Objectively speaking,however,there still exist some problems,such as the homogeneity of cultural and creative products,the lack of regional cultural characteristics,the lack of product creativity,the need to update the design concept,the limited practical value,the two-level differentiation of price and quality,the limited sales channels and the establishment of brand image.In order to break the bottleneck and speed up the development of cultural and creative products,Luoyang should take root in regional culture,highlight cultural characteristics,strengthen creative design and diversified modern presentation,enrich product types and clarify product positioning.In the marketing of cultural and creative products,it is suggested to implement brand strategy,strengthen cultural expression,promote IP marketing,broaden profit space,and improve product marketing system to promote online and offline integration.In terms of government policy support,we should broaden the thinking of introducing talents,strengthen the support of talents,mobilize the enthusiasm of the society to promote"mass innovation",break the system restrictions,innovate the research and development mode,and give full play to the government functions to stimulate market vitality.