敦煌文化IP形象设计存在的问题与发展策略研究

Research on Problems and Development Strategies of IP Image Design of Dunhuang Culture

大数据时代的发展,助力着敦煌文化产业的转型与升级,敦煌文化产业被附加上文化品牌的数字生态价值。通过对敦煌文化IP形象的发展策略研究,打造有血有肉的敦煌IP形象,最大限度挖掘敦煌文化的艺术价值。采用考察法与案例分析法,对敦煌文化IP形象设计发展现存问题进行分析,打造全年龄段、全产业链敦煌IP形象系统。敦煌文化IP形象加强了与对手差异化竞争的软实力,同时也促进了敦煌文化的高效率传播,有助于发挥敦煌文化在中华民族文化认同感和文化凝聚力形成的作用和价值。

The development of big data is helping the transformation and upgrading of Dunhuang cultural industry,which will be attached with the digital ecological value of cultural brands.The purpose is to study the development strategy of Dunhuang cultural IP image,to create a vivid Dunhuang IP image and to maximize the artistic value of Dunhuang culture.By using the investigation method and case analysis method,the paper analyzes the existing problems in the development of Dunhuang cultural IP image design,and creates a whole age and whole industry chain of Dunhuang IP image system.The result shows that the IP image of Dunhuang culture strengthens the soft power of differentiation competition with competitors,and also promotes the efficient dissemination of Dunhuang culture.The conclusion is that the research on the design strategy of IP image of Dunhuang culture helps to greatly play the role and value of Dunhuang culture in the formation of Chinese cultural identity and cultural cohesion.