非遗视域下文创IP的开发与传播策略——以绵竹年画为例

Development and dissemination strategy of culture and creative IP in the intangible cultural heritage ——Taking Mianzhu New Year Pictures as an example

绵竹年画是中国四大年画之一,位于四川省德阳市,是川渝地区艺术文化的重要组成部分。当前,由于绵竹年画的艺术表现形式较为单一、受众面较小且缺乏知名度,致使绵竹年画的传承与创新发展面临着困境。通过对绵竹年画的发展现状进行研究,探讨文创IP对于保护非物质文化遗产的积极作用,提出了绵竹年画文化创意IP的开发与市场化推广策略,以期为绵竹年画的保护、传承、传播和可持续发展开辟新思路。

Located in Deyang City,Sichuan Province,Mianzhu New Year Pictures,one of the four major Chinese New Year pictures,is an important part of the art and culture in Sichuan and Chongqing.At present,the artistic expression form of Mianzhu New Year pictures is relatively simple,the audience is small and the lack of popularity,resulting in the inheritance and innovative development of Mianzhu New Year pictures is facing difficulties.By studying the development status of Mianzhu New Year pictures,the positive role of cultural and creative IP in the protection of intangible cultural heritage was discussed,and the development and marketing promotion strategy of Mianzhu New Year Pictures cultural creative IP were put forward,in order to open up new ideas for the protection,inheritance,dissemination and sustainable development of Mianzhu New Year pictures.