何去何从:澳门地区文创产品的发展现状与创新策略研究——基于创新扩散理论视角

Where to Go:Research on the Development Status and Communication Strategies of Cultural and Creative Products in Macao,China-From the Perspective of Innovation Diffusion

文创产品又称“文化创意产品”,是以文化为元素,融合多元文化,利用不同载体而构建的再造与创新的文化商品。文创产品既是旅游收入的重要组成部分,又是城市文化的重要载体,优秀的文创产品对本土文化传播起到推波助澜的作用,具有不可忽略的经济价值与文化价值。澳门地区拥有悠久深厚的历史文化底蕴,中西方双重文化的融合为澳门地区文创产业提供了得天独厚的优势,也带来巨大的发展机遇。近年来,澳门地区致力于构建“世界旅游休闲中心”,文创产业愈发受到重视,对此该文基于创新扩散理论对澳门地区文创产品发展现状进行分析,并提出可行性的发展建议,以期为澳门地区文创产业发展建言献策。

Cultural and creative products are cultural elements,integration of multi-culture,the use of different carriers and the construction of the reconstruction and innovation of cultural goods.Cultural and creative products are not only an important part of tourism income,but also an important carrier of urban culture.Excellent cultural and creative products promote the spread of local culture and have non-negligible economic and cultural value.Macao,China has a long and profound historical and cultural heritage.The integration of Chinese and Western cultures provides Macao,China with unique advantages and great development opportunities for its cultural and creative industries.In recent years,Macao,China is committed to building a"world tourism and leisure center",and the cultural and creative industry has received increasing attention.Based on the theory of innovation diffusion,this paper analyzes the development status of cultural and creative products in Macao,China and puts forward feasible development suggestions for the development of the cultural and creative industry in Macao,China.