传统文化和现代生活的“连接点”——“新中式婚礼”消费意愿与创新路径实证研究

找寻传统文化和现代生活的“连接点”是实现中华优秀传统文化双创的关键。而了解民众在生活场景中的具体需求和消费意愿则是找寻“连接点”的重要抓手。本文基于“婚礼”这一生活场景,以实证研究的方法,分析了当下婚庆市场中的新潮流——“新中式婚庆”的消费意愿和消费构成,以及传统文化元素与婚庆产品、服务深度融合的方式。并提出针对性建议:重视传统婚俗文化与相关文化遗产的研究与传播工作;推动异业合作,提升婚庆产品创新能力,孵化“新中式婚礼”知名品牌;以高品质新中式婚礼产品供给推动符合新时代精神文明面貌的新婚俗建构。

Making connection between traditional culture and modern life is the key to innovation and development of excellent traditional Chinese culture.Understanding the specific needs and consumption willingness of the people in the life scene is an important starting point to making the connection.Based on the life scene of"wedding",and with the research method of quantitative and qualitative analysis,this paper analyses the consumption willingness and composition of"new Chinese wedding",which is a new trend in the wedding market at present,as well as the way of deep integration of traditional cultural elements and wedding products and services.And this paper puts forward related suggestions,which are attaching importance to the research and dissemination of traditional wedding culture and related cultural heritage,promoting cooperation in different industries,enhancing the innovative ability of wedding products and incubating well-known brands of"New Chinese Wedding",and promoting the construction of new marriage customs.