破局同质化:园林文创产品的创新与知识产权保护路径

Breaking Homogenization:Innovation of Landscape Cultural and Creative Products and Its Intellectual Property Protection Paths

园林文创产品是以园林文化资源为基础,以创新创造为核心,具备文化价值和商业价值的特殊商品。当前,园林文创产品的同质化现象日渐突显,不仅限制了产品的市场竞争力,也影响了消费者的购买欲望。该现象反映出创新应用受限、创新方式落后和创新易被仿制等困境,亟待破局。园林管理单位应以“文”为源头,以“创”为灵魂,将园林文化资源作为创新资源并加以充分挖掘与利用,加强叙事性创新、功能性创新和高水平创新,从而满足消费者的多元化需求,赢得消费者的情感认同、体验认同和价值认同。在保护创新成果方面,需综合运用著作权、商标权、专利权和反不正当竞争法等保护路径,构建全方位、多维度、立体式的保护体系,为园林文创产品取得竞争优势,实现可持续发展提供坚实保障。

Landscape cultural and creative products are commodities based on landscape cultural resources and centered on innovation and creativity,with cultural and commercial value.At present,the homogenization phenomenon of landscape cultural and creative products is becoming increasingly prominent,which not only restricts the market competitiveness of the products but also affects the purchase desire of consumers.This phenomenon refl ects the dilemma of limited innovation application,backward innovation methods,and easy imitation of innovation,which needs to be resolved urgently.Landscape management units should take“culture”as the source and“innovation”as the soul,take landscape cultural resources as the innovation resources and fully explore and utilize them,and strengthen narrative innovation,functional innovation,and high-level innovation to win the emotional,experiential and value recognition of consumers.In terms of protecting the innovation achievements,it is necessary to comprehensively use copyright,trademark rights,patent rights,and anti-unfair competition law protection paths to build a comprehensive,multi-dimensional,and three-dimensional protection system,providing a solid guarantee for the landscape cultural and creative products to obtain competitive advantages and realize sustainable development.