新文创视角下大禹IP文创研究

Dayu IP Cultural and Creative Research from the Perspective of New Cultural Creativity

探寻大禹IP文创路径以活化大禹文化,分析新文创IP特征,以“文化+数字+品牌+跨界+营销”构建大禹IP文创发展路径并延展价值链,给相关IP文创提供创新思路。

The study explores the Dayu IP cultural and creative path to activate Dayu culture,analyzes the characteristics of new cultural and creative IP,builds the development path of Dayu IP cultural and creative with"culture+digital+brand+cross-border+marketing"and extend the value chain,so as to provide innovative ideas for related IP cultural and creative industries.