南京剪纸非物质文化遗产文创品牌的构建

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。

Construction of Nanjing Paper-cut Intangible Cultural Heritage

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.