固城湖蟹文化创意衍生设计及其开发路径研究  

Research on the Creative Derivative Design of Crab Culture in Gucheng and Its Development Path

作　　者：孙洁 杨舒 施爱芹[1] Sun Jie;Yang Shu;Shi Aiqin(College of Art&Design,Nanjing Forestiy University,Nanjing,Jiangsu 210037)

机构地区：[1]南京林业大学艺术设计学院,江苏南京210037

出　　处：《玩具世界》2022年第3期86-89,共4页Toys World

基　　金：南京林业大学大学生创新训练计划项目(2021NFUSPITP0399)。

摘　　要：文章以固城湖蟹文化为创意主题,以乡村产业与文化振兴为研究背景,为打造品牌蟹文化创意衍生设计提供思路。分析了固城湖螃蟹品牌发展的优劣势,指出了开发其衍生创意产品的必要性,并就衍生设计的载体和内容进行了总结,提出蟹文化创意衍生设计的开发路径,即挖掘固城湖蟹文化创意来源的独特之处;打造特色主题,发展系统理念;打造IP形象,深入人心;以互联网为媒,通过平台扩大知名度;建立标准化生产与经营体系,集中打造产业品牌,从这六个角度出发完成对固城湖蟹文化创意衍生设计的开发和营销推广,从而带动固城湖螃蟹及其衍生产品的深度品牌化发展。This paper takes crab culture in Gucheng Lake as the creative theme and rural industry and cultural revitalization as the research background to provide ideas for creating the creative derivative design of brand crab culture.The advantages and disadvantages of Gucheng Lake crab brand development are analyzed and the necessity of developing its derivative creative products is pointed out.The carrier and content of derivative design are summarized,and the development path of the creative derivative design of crab culture is put forward,that is,to tap the uniqueness of the creative source of crab culture,to create characteristic themes and develop system concepts,to build IP image which is deeply rooted in the heart of people,to use the Internet as a medium and to expand its popularity through the platform,to establish a standardized production and management system,and to focus on building industrial brands.From the above six perspectives,it completes the development and marketing promotion of the creative derivative design of crab culture in Gucheng Lake,so as to promote the in-depth branding development of Gucheng Lake crab and its derivative products.

关 键 词：蟹文化 文化创意 衍生设计 体验经济 

分 类 号：TB472[一般工业技术—工业设计]