融媒体视域下非遗手工艺品牌IP的活态化传播策略——以醴陵釉下五彩为例

Live Communication Strategy of Intangible Cultural Heritage Handicraft Brand IP from the Perspective of Financial Media——Taking Liling Underglaze Multicolor as an Example

非遗品牌化已经成为非遗手工艺文化传播的一大主流,同时IP热潮也为非遗品牌的塑造注入了新活力。醴陵釉下五彩工艺在陶瓷工艺中享誉盛名,但是受到现代化环境的冲击和陈旧传播方式的限制,在国内认知度不高。该文在融媒体语境下,以创新醴陵釉下五彩的传播方法为目的,以媒体融合为载体,构建醴陵瓷器及釉下五彩的IP品牌营销和传播机制,探究醴陵釉下五彩品牌的话态传播策略。

The branding of intangible cultural heritage has become a major mainstream in the communication of intangible cultural heritage handicraft culture. At the same time, the IP boom has also injected new vitality into the shaping of intangible cultural heritage brand. Liling under glaze multicolor technology is famous in ceramic technology,but it is not well recognized in China due to the impact of modern environment and the limitation of old communication methods. In the context of media integration, this paper aims to innovate the communication methods of Liling underglaze multicolor, takes media integration as the carrier, constructs the IP brand marketing and communication mechanism of Liling porcelain and underglaze multicolor, and explores the active communication strategy of Liling underglaze multicolor brand.