动漫风陶瓷创意产品融入景德镇旅游的策略和意义

Strategy and Significance of Integrating Animation style Ceramic Creative Products into Jingdezhen Tourism

体验经济时代的“文化+旅游”融合日益深入,文化是旅游的灵魂,旅游是文化的载体。文旅是文创产业的重要组成,文创理念应运而生,“动漫+文创”是世界文创产业的常用策略,具有普世性、幽默性、社交性和故事性等传播优势。景德镇陶瓷名扬天下,曾拥有辉煌历史,如今整体设计创新不足而保守有余,陶瓷产品雷同化程度高。景德镇陶瓷创意产品具有“把景德镇带回家”的重要使命,游客在使用中不断强化景德镇印象。通过景德镇城市动漫IP塑造、博物馆藏品动漫风创新转化、地方故事的动漫视觉设计三方面策略的抛砖引玉,创造新传统,塑造景德镇日用陶瓷产品鲜明个性,为景德镇文旅产业升级提供灵感启发。

The integration of"culture+tourism"in the era of experience economy is deepening day by day.Culture is the soul of tourism and tourism is the carrier of culture.Cultural tourism is an important part of the cultural and creative industry,and the concept of cultural and creative came into being."Animation+cultural and creative"is a common strategy of the world's cultural and creative industry,which has the communication advantages of universality,humor,sociality and story.Jingdezhen ceramics is famous all over the world and once had a glorious history.Now the overall design innovation is insufficient and conservative,and the degree of similarity of ceramic products is high.Jingdezhen ceramic creative products have the important mission of"taking Jingdezhen home".Tourists continue to strengthen the impression of Jingdezhen in use.Through the three strategies of Jingdezhen urban animation IP shaping,the innovation and transformation of museum collection animation style,and the animation visual design of local stories,we can create new traditions,shape the distinctive personality of Jingdezhen daily-use ceramic products,and provide inspiration for the upgrading of Jingdezhen cultural and tourism industry.