神话人物哪吒IP化旅游产业开发的思考——以江油为例  

Reflections on the Development of the Mythical Figure Nezha IP Tourism Industry——Take Jiangyou as an Example

作　　者：罗燕兰 马元军 曾琴 LUO Yan-lan;MA Yuan-jun;ZENG Qin(Sichuan Preschool Educators College,Mianyang 621700,China;Chengdu University of Information Technology,Chengdu 610000,China)

机构地区：[1]四川幼儿师范高等专科学校,四川绵阳621700 [2]成都信息工程大学,四川成都610000

出　　处：《黑龙江生态工程职业学院学报》2023年第1期37-41,共5页Journal of Heilongjiang Vocational Institute of Ecological Engineering

基　　金：四川省文化产业发展研究中心项目“神话人物IP资源的利用与开发——以江油哪吒信仰文化为例”(WHCY2020B18)。

摘　　要：文化IP成为推动旅游产业发展的重要因素。神话人物哪吒是江油主要的文化资产。从产业链角度出发,围绕哪吒IP文化,梳理其文化资源及其体现的价值观,并针对目前旅游产业开发的现状与问题,提出全产业开发的建议:做好上游的内容建设,打响旅游品牌,更新传播形式,丰富营销手段,形成矩阵式宣传格局;提高旅游产品的核心竞争力,开发哪吒文化旅游相关产业特色产品,助推经济发展。Cultural IP has become an important factor to promote the development of tourism industry.The mythical figure Nezha has important cultural assets in Jiangyou.From the perspective of the industry chain,we will sort out Nezha’s cultural resources and values it shows around his IP culture,and propose recommendations for industry-wide development in response to the current situation and problems of tourism industry development:do a good job of upstream content construction,branding tourism,updating communication forms,enriching marketing to form a matrix propaganda patternand improve the core of tourism products.We will also improve the core competitiveness of tourism products and develop special products related to Nezha culture and tourism to boost economic development.

关 键 词：哪吒IP 文化旅游 产业开发 

分 类 号：F592.3[经济管理—旅游管理]