校园特色文创产品开发与推广研究——以华东理工大学为例

Research on the Development and Promotion of Cultural and Creative Products with Campus Characteristics——A Case Study of East China University of Science and Technology

在国家政策的大力支持下,校园文创事业迎来了蓬勃发展。但目前校园文创产品开发还处于初步的阶段,缺少特色的产品。该文分析总结了国内外高校文创产品的开发及推广现状,以华东理工大学为操作示范,提炼校园文化元素、采用多种设计方法,对其销售模式和宣传模式进行了梳理,期望为其他高校的特色化文创打造提供一定的参考。

With the strong support of national policies,campus cultural and creative undertakings have ushered in vigorous development.However,at present,the development of campus cultural and creative products is still in the preliminary stage,lack of characteristic products.This paper analyzes and summarizes the current situation of the development and promotion of cultural and creative products in colleges and universities at home and abroad.Taking East China University of Science and Technology as an operation demonstration,it refines the campus cultural elements,adopts a variety of design methods,and combs the sales mode and publicity mode,which can provide some reference for the characteristic cultural and creative creation of other colleges and universities.