青年大学生参与妈祖文创产品开发与推广的策略研究

Research on the Strategies of College Students'Participation in the Development and Promotion of Mazu Cultural and Creative Products

作为中华优秀传统文化的瑰宝,妈祖文化已传承千年。妈祖文化不仅为青年大学生文创设计提供了丰富的创作题材,还起到了塑造青年大学生健康人格、培育文化自信、实现个体文化化的功能。但随着时代变革,妈祖文创作为青年保护和传承妈祖文化的重要载体,存在着发展环境有限、文旅资源开发不足、产业链条延伸不长以及营销模式陈旧不新等困境。为避免妈祖文化的断层,通过开发和推广妈祖文创产业助推妈祖文化的传承与发展,从强化政策保障、注重活态传承、聚焦青年市场以及塑造文创品牌四个方面,探讨青年大学生参与妈祖文创产品开发与推广的策略,助力妈祖文化的传承与发展。

As a treasure of excellent traditional Chinese culture,Mazu culture has been inherited for thousands of years.Mazu culture not only provides rich creative themes for college students'cultural and creative design,but also plays a role in shaping healthy personality of college students,cultivating cultural confidence,and realizing individual cultural influence.However,with the changes of the times,Mazu's cultural creation,as an important carrier for young people to protect and inherit Mazu culture,is facing difficulties such as limited development environment,insufficient development of cultural and tourism resources,short extension of industrial chain,and outdated marketing model.In order to avoid the generation gap and discontinuity of Mazu culture,this paper discusses the strategies of college students'participation in the development and promotion of Mazu cultural and creative products from four aspects:strengthening policy protection,focusing on living inheritance,focusing on youth market and shaping cultural and creative brands,so as to promote the inheritance and development of Mazu culture.