江西省非物质文化遗产的文创产品品牌化构建——以瑞昌剪纸为例  

Building the Brand of Creative Products from Intangible Cultural Heritage in Jiangxi Province——A Case Study of Ruichang Paper-Cutting

作　　者：李颖 王子严 汪廷钦 胡卉 严瑮[5] LI Ying;WANG Ziyan;WANG Tingqin;HU Hui;YAN Li(School of Nursing,Jiangxi University of Chinese Medicine,Nanchang Jiangxi,330004,China;School of Science and Technology,Jiangxi University of Chinese Medicine,Nanchang Jiangxi,330004,China;School of Traditional Chinese Medicine,Jiangxi University of Chinese Medicine,Nanchang Jiangxi,330004,China;School of Pharmacy,Jiangxi University of Chinese Medicine,NanchangJiangxi,330004,China;School of Humanities,Jiangxi University of Chinese Medicine,Nanchang Jiangxi,330004,China)

机构地区：[1]江西中医药大学护理学院,江西南昌330004 [2]江西中医药大学科技学院,江西南昌330004 [3]江西中医药大学临床医学院,江西南昌330004 [4]江西中医药大学药学院,江西南昌330004 [5]江西中医药大学人文学院,江西南昌330004

出　　处：《文化创新比较研究》2025年第2期63-66,共4页Comparative Study of Cultural Innovation

基　　金：护理系2023年省级大学生创新训练项目“非遗中医药文创传承与创新”(项目编号:S202310412077)。

摘　　要：该文围绕江西非遗文创产品品牌建设现状展开了系统整理工作,其目的在于深入探寻非物质文化遗产文化创意产品品牌化构建策略与有效方式,在研究过程中,特别选取了江西省瑞昌市剪纸作为典型实例,对江西非遗文创产品在当下的整体状况及品牌相关情况进行了全面梳理与整合。经过深入分析后发现,目前主要存在文化价值解读较浅、缺少代表性品牌,以及品牌知名度较小等问题,基于这些问题,该文提出了三个核心策略:第一,要扎根于地域文化,深度挖掘其中独特的价值;第二,着重进行品牌的建设工作并且注重专利的保护;第三,运用多种渠道开展营销推广活动。同时,积极开展合理的实践活动,从而为瑞昌剪纸非遗文创的品牌化构建提供具有参考价值的思路。This article systematically summarizes the current situation of brand building for non heritage cultural and creative products in Jiangxi.Its purpose is to deeply explore the brand building strategies and effective ways of intangible cultural heritage cultural creative products.In the research process,paper cuttings in Ruichang City,Jiangxi Province was selected as a typical example to comprehensively sort out and integrate the current overall situation of Jiangxi non heritage cultural creative products and brand related conditions.After in-depth analysis,it was found that there are mainly problems such as shallow interpretation of cultural values,lack of representative brands,and low brand awareness.Based on these issues,this article proposes three core strategies:first,to root in regional culture and deeply explore its unique values;secondly,emphasis should be placed on brand building and patent protection;thirdly,utilize multiple channels to carry out marketing and promotional activities.At the same time,we should actively carry out reasonable practical activities,so as to provide valuable ideas for the brand construction of Ruichang Paper-Cutting non heritage cultural creation.

关 键 词：瑞昌剪纸 非物质文化遗产 文创产品 江西省 品牌构建 地域文化 

分 类 号：G124[文化科学]