基于文旅发展形式探究IP发掘新策略——以六拏具形象为例  

Explore New Strategies for IP Discovery Based on the Development of Cultural Tourism——Take the Image of Liu Nagu As an Example

作　　者：张磊[1] 方敏[1] ZHANG Lei;FANG Min(School of Arts Soochow University,Suzhou,Jiangsu,215123)

机构地区：[1]苏州大学艺术学院,江苏苏州215123

出　　处：《湖南包装》2021年第1期103-105,116,共4页

摘　　要：文旅事业的发展带动相关文创销售品类的增加,越来越多的商品伴随着激烈的竞争,正在寻求更多具有挖掘价值的内容,以提高销售量。文章通过对中国主要景点文创商品的调研和对具有发展潜力的IP(Intellectual Property——知识产权,后来衍生成为代表品牌的具体形象)的分析,总结和分析在目前市场环境中,文旅商品的开发单位对IP利用程度较低和产品与文化传承衔接较弱的问题。提出和归纳传统旅游景点售卖商品所应承载的美学价值和文化传播方向。The development of the cultural tourism industry has driven the increase of related cultural and creative sales categories.More and more products are accompanied by fierce competition,they are seeking more valuable content to increase sales.Through the investigation of cultural and creative products in major scenic spots in China and the analysis of IP(Intellectual Property-intellectual property rights,which later derives into a specific image representing the brand)with development potential,summarize and analyze in the current market environment,the development units of cultural tourism products have low utilization of IP and the weak connection between products and cultural heritage.Put forward and summarize the aesthetic value and cultural dissemination direction that should be carried by the commodities sold in traditional tourist attractions.

关 键 词：文旅创新 文旅商品 品牌价值 公众传播 产业融合 

分 类 号：J524[艺术—艺术设计] F592.7[经济管理—旅游管理]