移动互联网时代文创产品设计与推广策略探析——以古城正定文创为例

Analysis on the Design and Promotion Strategy of Cultural Creative Products in the Mobile Internet Age: Taking the Cultural Creation of the Old County Zhengding as an Example

研究移动互联网时代的文创产品设计与推广策略,目的是解决文创产品行业日益显现出来的设计质量和推广方式问题。文创产品的设计开发需要站在产品设计的视角,分析市场上文创产品存在的问题及原因,整合实用功能和文化元素,形成合理有效的文创产品创作思路,并通过分析文创产品推广中存在的主要问题,借助移动互联网的优势,开拓更优化的产品形式和推广销售途径。最终总结出以用户为中心、以文化元素为连接、以元素重构为手段的文创产品设计思路以及利用移动终端的手机软件和虚拟现实技术进行半成品设计和个性定制下单的推广策略。

The purpose of studying the design and promotion strategies of cultural creative products in the era of mobile Internet is to solve the problems of design quality and promotion methods that are increasingly emerging in the cultural creative products industry. The design and development of cultural creative products need to stand in the perspective of product design, analyze the problems and causes of the cultural creative products in the market, integrate practical functions and cultural elements, form a reasonable and effective creative thinking of cultural creative products, analyze the main problems in the promotion of cultural creative products, and use the advantages of the mobile Internet to develop more optimized product forms and promote sales channels. Finally, the writer summarizes the user-centered design ideas with cultural elements as the connection and element reconstruction as the means, and the promotion strategy of using mobile phone software and virtual reality technology of mobile terminals for semi-finished product design and personalized custom ordering.