中医药艾草养生文化向文化创意产品转化的研究

发布时间：2019-03-22 10:00

【摘要】：本文旨在以中医药文化中的艾草养生为主题,结合当代消费升级和大众保健养生的实际市场需求,以文化创意产业的思维,探讨艾草养生文化向文化创意转化的设计方法和创意路径。通过对艾草养生文化现状的分析研究,论证文创产品出现的必要性,对传统优秀中医药文化进行传播。第一章围绕选题的来源及背景展开论述,提出了中医药文化发展的形势,以及顺应时代发展的重要性,凝练出中医药艾草养生文化向文创产品转化的基本思路。第二章介绍了中医药艾草养生文化的基本认识,对艾草养生的历史文化以及药用功效进行了概述,同时对艾草养生的使用现状进行了介绍和说明,凸显了中医药艾草养生文化存在的重要意义和地位。第三章对文创产品做出了解读,探索并总结了文创产品的创作理念以及文创产品所具有特别的价值和作用,结合对中医药艾草养生文化创意产品设计的现状分析来寻求文创产品设计的方法和模式。第四章旨对中医药艾草养生文化向文创产品转化做出了实践性的探索,围绕艾草的医药功效与传统元素的融合展开设计,将中国传统文化中的水墨花鸟画元素、十二生肖属相元素以及粉彩瓷器元素与艾草的疗养功效有机的结合到一起来设计中医药文创产品,首先,对艾草养生文化创意产品进行了定位分析,充分的考虑到影响中医药艾草养生文化创意产品需求的各类因素,接着,观察了解最适合消费者消费心理以及消费习惯的文创产品,然后,细分了艾草养生文创产品的受众人群,并分析消费者的购买心理以及购买行为,再结合受众的实际需求,探究了中医药艾草养生文创产品的研发设计和推广方式,最后,围绕艾草的药效能,设计出了三套艾草养生类文创产品,主要设计内容包括:水墨花鸟四季艾香,以艾草为主要香料,再根据四季气候环境变化对的需要,搭配其他辅料制成,外观设计以中国水墨画元素为灵感;十二生肖艾草挂件,这里的十二个挂件分别纹有不同的生肖属相,注重生肖造型的艺术性与审美特性,分别有鼠、牛、虎、兔、龙、蛇、马、羊、猴、鸡、狗、猪,每一个属相的形象都由传统元素提炼设计而来,填充艾绒,兼具实用与美观的特性,便于携带和收藏;粉彩百鹿吉祥腕枕,填充艾绒,结合传统瓷器文化元素,提升腕枕的审美性和价值底蕴。
[Abstract]:This article aims to take the traditional Chinese medicine culture as the theme, combine the contemporary consumption upgrade and the actual market demand of the public health care, take the cultural creative industry as the thinking, This paper discusses the design method and creative path of the transformation from health culture of Artemisia artemisia to cultural creativity. Through the analysis and research on the current situation of the health culture of Amomum artemisia, this paper demonstrates the necessity of the emergence of the cultural creation products, and spreads the traditional excellent traditional Chinese medicine culture. The first chapter discusses the origin and background of the topic, and puts forward the situation of the development of traditional Chinese medicine culture and the importance of adapting to the development of the times, and condense the basic train of thought of the transformation from the health-preserving culture of traditional Chinese medicine to the product of cultural creation. The second chapter introduces the basic understanding of the health culture of Chinese medicine, summarizes the historical culture and medicinal efficacy of the Chinese medicine, and introduces and explains the current situation of the utilization of the health preservation of the artemisia. It highlights the important significance and status of the health-preserving culture of traditional Chinese medicine Artemisia artemisia. The third chapter has made the interpretation to the cultural creation product, has explored and summarized the creative idea of the cultural creation product as well as the cultural creation product has the special value and the function. Combined with the analysis of the current situation of the cultural and creative product design of traditional Chinese medicine, this paper tries to find out the method and mode of the cultural innovation product design. The fourth chapter aims to make a practical exploration on the transformation from the health-preserving culture of traditional Chinese medicine to the cultural creation products, focusing on the integration of the medicinal efficacy and the traditional elements of the herb, and the elements of the ink-flower-bird painting in the traditional Chinese culture. The zodiac phase elements and powder porcelain elements are combined with the convalescent efficacy of Artemisia officinalis to design the creative products of traditional Chinese medicine culture. Firstly, the author analyzes the orientation of the cultural and creative products for the preservation of the health of Artemisia argyi. Taking fully into account the various factors that affect the demand for the cultural and creative products of traditional Chinese medicine, we then observe and understand the creative products that are most suitable for consumers' consumption psychology and habits, and then, After subdividing the audience of the products, analyzing the consumers' buying psychology and behavior, and combining with the actual needs of the audience, this paper probes into the research and development design and the promotion methods of the products of the Chinese medicine. Finally, it analyzes the purchase psychology and behavior of the consumers, and then probes into the research and development design and the promotion methods of the products. Based on the medicinal efficacy of Artemisia artemisia, three sets of health-preserving and cultural creative products were designed. The main contents of the design were as follows: Ink flower and bird Artemisia argyi, taking artemisia as the main spice, and then according to the needs of the climate and environment change in the four seasons, it was made with other auxiliary materials. The design is inspired by the elements of Chinese ink painting; Here the twelve pendants have different zodiac genres, and pay attention to the artistic and aesthetic characteristics of the zodiac. There are mice, cattle, tigers, rabbits, dragons, snakes, horses, sheep, monkeys, chickens, dogs, pigs, respectively, in the form of a zodiac animal, which is composed of two parts: mouse, cow, tiger, rabbit, dragon, snake, horse, sheep, monkey, chicken, dog, pig. Each image is refined from the traditional elements, filled with plush, with both practical and beautiful characteristics, easy to carry and collect; Pink hundred deer auspicious pillow, filled with plush, combined with traditional porcelain culture elements, enhance the beauty and value of the pillow.
【学位授予单位】：安徽大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：TB472

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