河下古镇非遗品牌数字化塑造路径研究

Research on the Digitalization Path of Intangible Cultural Heritage Brand in Hexia Ancient Town

河下古镇位于江苏省淮安市淮安区河下街道境内,距今已有2500多年历史,文化底蕴深厚。古镇内拥有众多非遗,2018年淮安市政府着手打造河下非遗小镇,但效果不甚理想。本文针对河下古镇内非遗物质文化遗产现存的品牌意识缺乏、传播渠道单一、交互体验不强、产品创新不足等问题,提出依托快速发展的互联网环境,运用数字化手段,从保护、创新、传播、推广四个维度对古镇内非物质文化遗产进行品牌化塑造的具体思路,并通过重塑品牌体系、拓宽传播途径、强化交互体验、加强产品创新等设计实践案例佐证数字化手段对古镇非遗发展的有效性,旨在为河下古镇以及运河沿线城市古镇内非遗品牌数字化塑造提供参考。

Hexia Ancient Town is a rich cultural heritage with many intangible cultural heritages and a history of more than 2,500 years,which is located in Hexia Street,Huai’an District,Huai’an City,Jiangsu Province.In 2018,the Huai’an Municipal Government attempted to make it an intangible cultural heritage town,but the outcome was far from ideal.In addressing the problems such as the lack of brand awareness,the unitary mechanism and channel of communication,the deficient in interactive experience,and the lack of product innovation,relying on the rapidly developing internet environment and digital means,specific ideas of branding the intangible cultural heritage in the ancient town from four dimensions of protection,innovation,communication and promotion,and through the design practice cases such as reshaping the brand system,suggestions are proposed in terms of expanding the communication channels,strengthening the interactive experience,and strengthening product innovation to prove the effectiveness of digital means for the development of the ancient town intangible cultural heritage.Aiming to provide reference for the digital shaping of intangible cultural heritage brands in Hexia Ancient Town and ancient towns along the canal.