非物质文化遗产长乐故事会的文创产品开发策略

目的针对非物质文化遗产长乐故事会的活态保护及传承,提出文创产品开发策略,为非物质文化遗产文创产品的开发提供借鉴和样本参考。方法采用实地调查法、深度访谈法以及文献法,从长乐故事会保护和传承过程中存在的突出问题出发,结合现有的代表性文化符号及元素,围绕建立以文化资源为根本的文创产品价值链,营造文创产品开发的法律保护环境、设计研发,塑造文创产品的品牌形象以及依托博物馆载体,拓展文创产品的市场空间4个方面提出对长乐故事会文创产品新的开发策略。结论文创产品能够提供信息和娱乐,是传递思想、符号和生活方式的商品和服务,其开发有利于使非物质文化遗产成为现代人文化生活的一个有机组成部分,进而产生群体认同、影响文化消费行为,使其得以在当代文化环境中接续流传、活态发展下去。

Development Strategies of Cultural and Creative Products on Changle Story-telling Session of Intangible Cultural Heritage

In view of the active state protection and inheritance of Changle Story-telling Session, an intangible cultural heritage, this paper aims to put forward development strategies for cultural and creative products, and then provide references for development of cultural and creative products of intangible cultural heritage. Methods of field survey, in-depth interview and documentary were used. Based on the existing problems of protection and inheritance in Changle Story-telling Session and combined with the existing representative cultural symbols and elements, this paper put forward the development strategies for the cultural and creative products of Changle Story-telling Session from four aspects: building a value chain of cultural and creative products rooted in cultural resources, creating an environment of legal protection, design and development for cultural and creative products, shaping a brand image of cultural and creative products, and expanding the market space relying on the museum. Cultural and creative products can provide information and entertainment. They are goods and services that pass the ideas, symbols and lifestyles. Their development can make the intangible cultural heritage become an integral part of modern cultural life, produce collective identity, and influence cultural consumption behaviors, allowing them to spread and develop in the contemporary cultural environment.