数字传播在文化创意产品设计与推广中的作用研究

Research on the Role of Digital Dissemination in the Design and Promotion of Cultural and Creative Products

以数字化信息传播的基本特征及模式为基础,从信息承载与传播、技艺展示、消费推广等多个方面,探析数字传播在文化创意产品设计与推广中的作用。数字与网络技术的运用,不仅催生了数字文创产品的出现,也使得传统文化元素得以创造性展示,促进了不同地域的文化互通与融合。在影响和推动文化消费方面,数字传播刺激了文创产品消费,改变了其运营模式和营销方式,改善了文化消费质量,丰富了群众生活,加速了知识性、智能化生活方式的到来。

Based on the basic characteristics and patterns of digital information dissemination,this paper explores and analyzes the role of digital dissemination in the design and promotion of cultural creative products.The paper analyzes from the aspects of information bearing and dissemination,skill display and consumption promotion.The use of digital and network technology has not only promoted the emergence of digital cultural creation products,but also enabled traditional cultural elements to be creatively displayed,which promoted cultural intercommunication and integration in different regions.In terms of influencing and promoting cultural consumption,digital dissemination stimulates the consumption of cultural and creative products,changes its operating mode and marketing methods,improves the quality of cultural consumption,enriches people’s lives,and accelerates the arrival of an intellectual and intelligent lifestyle.