| 摘要: |
| 目的 以南京剪纸为例，针对非物质文化遗产文创品牌的构建进行研究。方法 通过对各地区剪纸手工艺和南京剪纸历史与现状的梳理，对其文创产品的现状进行分析，并且借鉴其他地区文创产品品牌的成功经验扩充思路。结论 最终针对南京剪纸文创品牌的构建提出3点建议，即建立品牌视觉识别系统，提高品牌辨识度；产品创新，跨界发展；借助新媒体与科技力量加强品牌推广。同时，结合设计实践为南京剪纸非物质文化遗产文创产品品牌构建作出可供借鉴的尝试。 |
| 关键词: 非物质文化 文创产品 文创品牌 |
| DOI：10.19554/j.cnki.1001-3563.2018.06.010 |
| 分类号:J511 |
| 基金项目:2015年江苏省大学生实践创新训练计划省级重点项目《南京非物质文化产品开发与包装创新实践》（201510- 2980452）；江苏省教育科学“十二五”规划课题《南京民间工艺美术资源在高校艺术设计教学中的利用与实施》（D2015/01/73） |
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| Construction of Nanjing Paper-cut Intangible Cultural Heritage |
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HE Jia, WANG Chao-yang, ZHOU Li-min
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Nanjing Forestry University, Nanjing 210037, China
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| Abstract: |
| Taking Nanjing paper-cut as an example, it makes a study on the construction of the brand of intangible cultural heritage. Through the review of various regions of the paper-cut handicraft and Nanjing paper-cut history and present status, it analyzes the status of the cultural and creative products, and learns from the successful experience of other areas of cultural and creative products brand extension ideas. Finally it puts forward three proposals for the construction of the brand Nanjing paper-cut: the establishment of brand visual identification system, improve the brand recognition; product innovation, cross-border development; strengthen brand promotion with the help of new media and technology strength. At the same time, combined with the design practice, it makes an attempt to build the brand of Nanjing paper-cut intangible cultural heritage. |
| Key words: intangible culture cultural and creative product brand |
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