镇江西津渡历史文化街区渡口文化文创产业发展研究

A study of the development of cultural creative industry of “Ferry” culture in the historical and cultural district of Xijindu in Zhenjiang

镇江西津渡历史文化街区文创产业发展现状:商业店铺形式较单一、地域文创产品开发少、文创产业发展程度较浅。可采取以下措施发展文创产业:以“渡口文化”串联景点,进行整体化设计;挖掘“渡口”文化,避免产品同质化;线上线下同步营销,尝试多种经营模式;加入“渡口”文化体验,赋予文创互动性;结合政府扶持,培育“渡口”文化产业。

The development status of cultural and creative industries in the historical and cultural district of Xijindu in Zhenjiang is as follows: the form of commercial shops is monotonous, the variety and quantity of regional cultural and creative products are rare, and the development of cultural and creative industries is relatively shallow. The following measures can be taken: connecting the scenic spots with the “ferry culture” to integrate the design;excavating the “ferry” culture to avoid product homogeneity;simultaneously marketing online and offline, and trying a variety of business models;adding the “ferry” cultural experiences and endowing cultural creativity with interactivity;cultivating “ferry” cultural industry with government’s support.