数字化赋能非遗梁平年画产品创新的策略研究  

Strategy of Digitally Empowering the Innovation of Intangible Cultural Heritage Liangping New Year Painting Products

作　　者：肖洒[1] XIAO Sa(Chongqing Vocational College of Commerce,Chongqing 400052,China)

机构地区：[1]重庆工商职业学院,重庆400052

出　　处：《包装工程》2025年第6期420-429,共10页Packaging Engineering

基　　金：重庆工商职业学院2023年校级科研课题(NDYB2023-09)。

摘　　要：目的数字化背景下,研究数字科技助力非遗梁平年画产品创新的策略。通过数字科技的赋能,使非遗与市场需求、企业需求和消费者需求紧密结合,实现产品创新,推动产业转型升级,激活非遗文化新活力。方法通过文献梳理和大数据分析,发现梁平年画市场和产品存在的问题,从非遗市场趋势、消费者分析、消费特点分析、非遗行业类别分析等方面进行探讨。得出非遗消费总体逐年增长,数字化助力非遗创新发展,非遗传播渠道多样化的趋势。探索依托数字技术深度介入非遗产品的选品、研发、销售和推广,将有效助力非遗产品的创新发展,推动梁平年画文化产业的转型升级。结论通过大数据调研选品、AI辅助产品设计创新、数字营销精准触达目标受众、构建独特IP强化品牌形象、数字技术推动梁平年画产业转型升级的策略。形成科技赋能、设计创新、IP推动、消费助力、传播广泛、产业迭代的非遗梁平年画产品创新发展新模式。In the context of digitalization,the work aims to explore the strategies of digital technology in promoting the innovation of intangible cultural heritage Liangping New Year Painting products.Through the empowerment by digital technology,the intangible cultural heritage is closely integrated with market demand,enterprise demand,and consumer demand,achieving product innovation,promoting industrial transformation and upgrading,and activating new vitality of culture in the intangible cultural heritage.Through literature review and big data analysis,the issues in the market and products of Liangping New Year Painting were found out and discussed from the perspectives of intangible cultural heritage market trend,consumer analysis,analysis of consumer characteristics,and category analysis of the intangible cultural heritage industry.The overall consumption of intangible cultural heritage increased year by year,showing a trend of digitalization promoting innovative development of intangible cultural heritage and diversified channels for its dissemination.Exploring the deep involvement of digital technology in the selection,research and development,sales,and promotion of intangible cultural heritage products effectively supported the innovative development of intangible cultural heritage products and promoted the transformation and upgrading of the Liangping New Year Painting culture industry.The big data research and product selection,AI assisted product design innovation,precise digital marketing to reach target audiences,unique IP to strengthen brand image,and digital technology can promote the transformation and upgrading of the Liangping New Year Painting industry.A new model of innovative development for intangible cultural heritage Liangping New Year Painting products is formed,which is characterized by technology empowerment,design innovation,IP promotion,consumption assistance,wide dissemination and industrial iteration.

关 键 词：梁平年画 数字化 创新 策略 

分 类 号：TB482[一般工业技术—包装工程]