海昏侯国遗址文创衍生品设计开发路径研究

发布时间：2018-03-05 12:38

本文选题：海昏侯国遗址　切入点：文创产业　出处：《南昌大学》2017年硕士论文　论文类型：学位论文

【摘要】：在经济全球一体化的背景下,文化创意产业是国家综合竞争力的重要力量,国际间的竞争已经从技术或者价格上的竞争,变成文化软实力的竞争,甚至是创意之间的竞争。21世纪以来,中国的经济发展动力,从第一产业逐渐向第三产业发展,文化创意产业成为我国政府大力扶持的产业之一。如何发展文化创意产业也成为了一个重要的问题。文化创意产业不仅对于国家十分重要,对于一个城市的发展也是不可或缺的一部分。虽然,南昌近几年经济飞速发展,在文化产业上努力发展并宣传滕王阁,八大山人等旅游景点,但是成效尚显不足。2016年,南昌海昏侯墓的挖掘成功,将汉代海昏侯国的历史和文化再次展现在世人眼前,这无疑是给南昌送上了一份文化厚礼。本文采用实地调研,案例分析以及深度访谈等方法,对海昏侯国遗址文化进行考察研究,深入挖掘其文化内涵;结合传播学和广告学等学科的理论,通过创意的手段将其转化为文化创意衍生品,进而产生经济效应和文化传播价值。本文希望海昏侯国遗址文创衍生品的设计开发研究成果可以在将来运用到海昏侯国遗址的开发建设当中去,做到有所用,有所作为。甚至在国内其他文化旅游景点、文化遗址相关的文创衍生品开发设计,也可借鉴本文的研究成果。本研究认为,海昏侯国文化价值非常丰富,十分适合作为一个IP进行发展。海昏侯文创衍生品的开发设计优秀与否,并不在于产品的销量和利润,更重要的是其背后对消费者的品牌文化吸引力和价值观。创意和设计是必不可少的条件,但是更重要的是我们如何通过文创衍生品,来讲好海昏侯的故事,展现海昏侯国的汉文化。要将海昏侯国遗址打造成为一个品牌,基于这个品牌进行文创衍生品的设计,结合新媒体的传播特点进行宣传,来达到最好的传播效果。
[Abstract]:In the context of global economic integration, cultural and creative industries are an important force in the comprehensive competitiveness of a country. International competition has changed from competition in technology or price to competition in cultural soft power. Even the competition among creativity. Since the 21st century, China's economic development momentum has gradually developed from the primary industry to the tertiary industry. Cultural and creative industries have become one of the industries supported by the Chinese government. How to develop cultural and creative industries has also become an important issue. Cultural and creative industries are not only very important to the country, It is also an indispensable part of the development of a city. Although Nanchang has enjoyed rapid economic development in recent years, it has made great efforts to develop and publicize tourist attractions such as Tengwangge and the eight mountain people in the cultural industry, but the results have not been enough. In 2016, The successful excavation of the Hou Tomb in Nanchang once again revealed to the world the history and culture of the Haili Houguo in the Han Dynasty, which is undoubtedly a cultural gift to Nanchang. This paper adopts the methods of field investigation, case analysis and in-depth interviews. To investigate and study the site culture of Haili Houguo, and dig into its cultural connotation; combine the theories of communication, advertising and other disciplines, and transform it into cultural creative derivatives through creative means. This paper hopes that the design, development and research results of the cultural derivatives of the Haili Houguo site can be applied to the development and construction of the Haili Houguo site in the future, so that it can be useful. Even in other domestic cultural tourist attractions, cultural sites related to the development of cultural heritage derivatives, can also draw on the research results of this paper. Very suitable for development as an IP. The development and design of Hou Wu's derivatives is not due to the sales volume and profit of the product. What's more important is the brand cultural appeal and values behind it to consumers. Creativity and design are essential conditions, but it's more important how we can tell the story of the good sea through the creation of derivatives. To display the Han culture of Haili Houguo, we should make the ruins of Hailin Houguo into a brand, design the cultural derivatives based on this brand and propagate the new media in order to achieve the best communication effect.
【学位授予单位】：南昌大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：TB472;G124

【参考文献】