酒文化视角下地方文创产品开发策略研究  

Development Strategies of Cultural and Creative Products Based on Liquor Culture

作　　者：穆宝宁[1] MU Baoning(Shaanxi Youth Vocational college,Xi’an,Shaanxi 710068,China)

机构地区：[1]陕西青年职业学院,陕西西安710068

出　　处：《酿酒科技》2021年第9期136-140,共5页Liquor-Making Science & Technology

摘　　要：为促进地方经济发展建设,传播和传承酒文化内涵,提出酒文化视角下地方文创产品开发策略。提取地方图形元素、色彩元素、造型元素,设计酒文化文创品牌标志,绘制酒俗故事插画,搭配字体图案,创新文创品牌;丰富酒文化文创产品风格,创新产品内容素材,运用新媒体技术,合理展示产品新颖内容;优化地方酒文化产业结构,加强文创产品版权保护机制,申请非物质文化遗产,深入挖掘地方酒文化;通过电商营销形式,延长文创产业链,加大对外宣传力度,拓宽文创产品营销渠道;采用优质制作材料,丰富文创产品形式和文化特征,多渠道筹集运作资金,合理兼顾产品品质和价格。In order to promote local economic development,and to spread and pass on liquor culture,this paper puts forward the development strategies of cultural and creative products based on liquor culture.The strategies are as follows:designing cultural and creative products on the basis of local graphical elements,color elements,and shape elements;exploiting the content material and style of cultural and creative products;using new media technology to display the products;optimizing the structure of local liquor culture industry,strengthening copyright protection,and applying for intangible cultural heritage;extending the industrial chain through ecommerce,and broadening the product marketing channel;adopting high-quality material,and enriching product forms and cultural characteristics;raising working funds through various channels,and balancing product quality and price.

关 键 词：酒文化 文创产品 开发策略 品牌标志 内容素材 产业链 

分 类 号：TS971[轻工技术与工程] F59[经济管理—旅游管理]