文旅融合背景下南京“非遗”文创产品开发策略  

Development strategy of intangible cultural heritage cultural and creative products in Nanjing in the context of cultural tourism integration

作　　者：郁子晗 王钰铭 杨艳[1] Yu Zihan;Wang Yuming;Yang Yan(Nangjing Vocational Institute of Railway Technology,Nanjing,Jiangsu,210015)

机构地区：[1]南京铁道职业技术学院,江苏南京210015

出　　处：《市场周刊》2022年第5期45-49,共5页Market Weekly

基　　金：江苏省大学生创业创新基金项目“文旅融合背景下南京非遗项目的文创产品开发研究”(项目编号:202113106027Y)。

摘　　要：优秀传统文化的复兴、国际文化的交流、“互联网+”经济的推动为非物质文化遗产的文创产品开发创造了有利条件。探索非遗文创产品开发的新形态、新路径已成为学术研究热点。文章以南京市非物质文化遗产为研究对象,通过调查南京非遗项目文创开发现状、产品结构,并对南京非遗文创产品的市场需求做问卷调查,分析南京非遗文创产品开发现状及存在的问题,提出非遗文创产品开发的策略:文化导向提升非遗文创品牌的内涵;需求导向优化非遗文创产品的设计;数字传播创新非遗文创营销的模式。The revival of excellent traditional culture,international cultural exchange and the “Internet plus”economy have created favorable conditions for the development of intangible cultural heritage.Exploring new forms and paths for the development of cultural and creative products of intangible cultural heritage has become an academic research hotspot.By investigating the cultural and creative development status and product structure of Nanjing intangible cultural heritage project,and making a questionnaire survey on the market demand for intangible cultural heritage cultural and creative products in Nanjing,this paper takes the intangible cultural heritage in Nanjing as the research object,analyzes the current situation and existing problems of the development of intangible cultural heritage cultural and creative products in Nanjing,puts forward the strategy of cultural and creative product development:cultural orientation promotes the brand connotation;demand orientation optimizes product design;digital communication innovates marketing mode.

关 键 词：非物质文化遗产 南京市 文创产品 开发策略 

分 类 号：F590.3[经济管理—旅游管理]