“梦清茗”茶文化IP体系构建与创新设计研究

Research on IP System Construction andInnovative Design of “Meng Qingming” Tea Culture

茶文化是我国不可或缺的非物质文化遗产,现阶段茶文化的传播仍以传统方式进行。通过对现有IP体系的文创理念研究,深入构建茶文化IP体系框架及体系内文创产品的开发应用,融合传统习俗、文史典籍和民族精神对“梦清茗”茶文化IP进行IP体系的设计构建。利用传统与现代文化差异碰撞出新的文化效益,形成文化创意生态体系。全文从多个角度分析茶文化IP,并从中分析IP体系的建立方法与市场前景,进行IP体系的文创产品关联性应用与链条化产出,以连续性的现代艺术形式激发出传统文化创新发展效益,为弘扬优秀传统民族茶文化提供新思路。

Tea culture is an indispensable intangible cultural heritage of our country,and the dissemination of tea culture is still carried out in a traditional way at this stage.Through the research on the cultural and creative concepts of the existing IP system,the framework of the tea culture IP system and the development and application of cultural and creative products in the system are deeply constructed,and the IP system of“Meng Qingming”tea culture IP is designed and constructed by integrating traditional customs,literary and historical classics and national spirit.Make use of the differences between traditional and modern cultures to create new cultural benefits and form a cultural and creative ecosystem.This paper analyzes the IP of tea culture from multiple angles,analyzes the establishment method and market prospect of the IP system,carries out the relevant application and chain output of the IP system of cultural and creative products,stimulates the innovative development benefits of traditional culture with continuous modern art forms,and provides new ideas for promoting excellent traditional national tea culture.