非遗IP生产力转化的路径探索——以温州市为例

Exploration on the Path of Productivity Transformation of Intangible Cultural Heritage IP——Taking Wenzhou City as an example

非物质文化遗产是中华优秀传统文化的重要组成部分,蕴含着巨大的创造性转化和创新性发展的潜能。调研表明,非遗IP虽然具备转化为生产力的可能,但也存在无法批量生产、市场转化难、销售渠道和传播路径较少等实际困难。温州市通过多年实践,积极探索非遗与旅游、新媒体传播、文化创意产业等融合的"非遗+"模式,为非遗IP转化为生产力提供路径参考,让非遗成为推动乡村振兴和共同富裕的重要力量。

As an important part of excellent traditional Chinese culture,intangible cultural heritage contains great potential for creative transformation and innovative development.Investigations have shown that although intangible cultural heritage IP is possible to be transformed into productivity,there are also practical difficulties such as the inability of mass production,difficulty in market transformation,and fewer sales channels and transmission paths.Through years of practice,Wenzhou has actively explored the“intangible cultural heritage+”mode through integrating intangible cultural heritage with tourism,new media communication,cultural and creative industries,etc.,which provides references for transforming intangible cultural heritage IP into productivity,making it an important force to promote rural revitalization and common prosperity.