乡村文创产品开发策略研究  

Research on Development Strategy of Rural Cultural and Creative Products

作　　者：傅宝姬[1] Fu Baoji(College of Art,Fujian University of Agriculture and Forestry,Fuzhou,Fujian,350000)

机构地区：[1]福建农林大学艺术学院,福建福州350000

出　　处：《艺术生活》2019年第6期68-74,共7页Art & Life

基　　金：2018年福建农林大学教改项目“乡村文创包装设计教学模式探索”,项目编号:111418102。

摘　　要：乡村文创是对民艺、"非遗"、民俗民宿等传统文化要素的提炼、创作和开发,具有鲜明的地域文化特征。在国家实施乡村振兴战略的背景下,乡村文创与逆城市化、乡村复兴相辅相成,有效促进乡村经济发展。但是,乡村文创产品在发展过程中存在资源整合力度不够、乡村文创产品创意有待加强、产业化和品牌建设不足、人才缺乏等困难和问题。采取促进乡村文创优势资源整合、拓宽乡村文创产品开发路径、推进乡村文创的产业链开发、重视乡村文创人才培养等措施,才能全面推进国内乡村文创的可持续发展,达到乡村振兴的目的。Rural culture creation has distinctive regional cultural characteristics.It is the extraction,creation and re-development of traditional cultural elements,such as folk art,non-heritage,folk custom,and even home stay,In the context of rural vitalization strategy,rural cultural innovation,anti-urbanization and rural revival are inseparably interconnected,and they together effectively promote rural economic development.However,in the process of developing rural cultural and creative products,there are difficulties,such as insufficient integration of resources,shortage of innovative ideas,deficient industry chain and weak brand building sense,and lack of talents.Only by Integrating competitive resources,broadening development courses,developing industry chain and fostering talent,can we fully promote the sustainable development of rural cultural creation industry in China and realize rural revitalization.

关 键 词：乡村文创 地域文化 发展策略 

分 类 号：G124[文化科学] J506[艺术—艺术设计]