“一带一路”背景下打造泉州海丝文创产品的路径探索

Path Exploration of Creating Quanzhou Maritime Silk Road′s Culturaland Creative Products under the Background of " the Belt and Road"

“一带一路”倡议背景下泉州迎来了全新的机遇和挑战,当前泉州海丝品牌影响力不够,导致文创产品开发出现后劲不足,开发和销售情况滞后于全国其他旅游城市。拟就泉州海丝文创产品开发路径展开分析和研究,通过打造泉州海丝文创IP品牌、优化现有明星文创产品内涵建设和营销策略,对创新构建泉州海丝互动式文创产品、以产业优势打造泉州海丝文创陶瓷产品、提升泉州海丝文创产品包装设计等路径进行探索,为构建良好的泉州海丝文创生态产业提供数据和发展思路。

Under the background of"the Belt and Road"initiative,Quanzhou has ushered in new opportunities and challenges.Currently,the brand influence of Quanzhou maritime silk road is not enough,which lead to the lack of momentum in the development of cultural and creative products and the fact that the development and sales of cultural and creative products lag behind other popular scenic cities in China.This paper analyzes and studies the development path of Quanzhou Maritime Silk Road(MSR)cultural and creative products by creating Quanzhou MSR cultural and creative IP brand,optimizing the connotation construction and marketing strategy of existing star cultural and creative products.Exploring ways to innovate and build interactive cultural and creative products of Quanzhou MSR,create cultural and creative ceramic products of Quanzhou MSR with industrial advantages,improve packaging design of Quanzhou MSR cultural and creative products,which can provide data and development ideas for building a good ecological industry of Quanzhou MSR cultural and creative products.