文旅融合背景下的瑞昌竹编文创产品开发策略探析

Analysis on the Development Strategy of Ruichang Bamboo Weaving Cultural and Creative Products under the Background of the Integration of Culture and Tourism

在助力文化产业与旅游产业融合时代背景下,传统手工艺的传承与发展越来越受到大众的重视,而传统文化的兴起为传统手工艺的发展提供了契机。该文对全国非物质文化遗产“瑞昌竹编”的历史、现状及面临的困境进行分析,并基于文创设计的文化与创意属性,从瑞昌竹编自身改良方面探析其在现代文创设计中的设计原则;立足于互联网时代与数字媒体技术背景,探析瑞昌竹编宣传推广策略;并从人才培养模式方面探析瑞昌竹编的长久发展。以期寻找新时代背景下瑞昌竹编生存与发展的路径,对于优秀地域文化及非物质文化遗产的传承与创新具有积极的理论意义,对带动地方经济发展具有现实意义。

In the context of promoting the integration of cultural and tourism industries,the inheritance and development of traditional handicrafts are increasingly valued by the public,and the rise of traditional culture provides an opportunity for the development of traditional handicrafts.This article analyzes the history,current situation,and challenges faced by the national intangible cultural heritage—Ruichang Bamboo Weaving.Based on the cultural and creative attributes of cultural and creative design,it explores the design principles of Ruichang Bamboo Weaving in modern cultural and creative design from the perspective of its own improvement.Based on the background of the Internet era and digital media technology,it analyzes the promotion strategies of Ruichang Bamboo Weaving;and analyzes the long-term development of Ruichang Bamboo Weaving from the perspective of talent cultivation mode,in order to find the survival and development path of Ruichang Bamboo Weaving in the context of the new era.This has positive theoretical significance for the inheritance and innovation of excellent regional culture and intangible cultural heritage,and has practical significance for driving local economic development.