IP营销视角下非遗衍生品的特质重塑与变现-《集美大学学报》（哲社版）

文章信息/Info

Title:: Characteristics Remolding and Realization of Intangible HeritageDerivatives from the Perspective of IP Marketing

Author(s):: TAO Ran; (Academy ofArts,Anhui University of Finance and Economics,Bengbui 233030,China)

Keywords:: intangible cultural heritage derivatives; intellectual property marketing; private sphere flow; social fission

摘要:: 在多屏时代背景下，开发和打造能覆盖更多消费群体的非遗衍生品，需要抓住时代机遇，以全新的视角去诠释和挖掘非遗文化的精神内核，让产品设计层面跳脱传统审美的桎梏，消解市场困境，在知名、热门的IP授权与营销的深耕下，吸引、聚合和重构目标用户，让注意力分散化转变为聚合化，使得无目的的接收者转为有目的的使用者。同时，注重衍生品线上与线下的双重市场，借助新媒介的传播矩阵，以点连面，实现精准的社群营销，满足大众更为多样化的文化消费需求。

Abstract:: In the background of multi screen era,developing and building intangible cultural heritage derivatives covering more consumer groups requires seizing the opportunities to interpret and excavate spiritual cores of intangible culture from a new perspective,so as to make product designing cast off the shackles of traditional aesthetics and dispel market dilemma. Well-known,popular IP licensing and marketing can be employed to attract,polymerize,and reconstruct target users,turn distraction into convergence and the aimless receivers into the purposeful users.At the same time,attention should be paid to the dual markets online and offline.With the help of the communication matrix of new media,precise community marketing can be realized to meet the public needs of more diversified cultural consumption.