文旅融合视域下大运河江苏段文化IP开发策略研究被引量：6

Research on the Strategy for Cultural IP Development in Jiangsu Section of Grand Canal from the Perspective of Culture and Tourism Integration

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摘要大运河江苏段是蓄积了千年势能的超级IP,对其进行创新开发刻不容缓.在文旅融合背景下,大运河江苏段文化IP开发取得了显著的成效,但仍存在文化资源创造性转化不足、运河文化IP产品创新力度不够、运河特色文化品牌形象不突出、沿线城市协作水平整体不高等问题.基于此,本文首先对大运河江苏段的历史文化演进与特色文化资源进行了系统梳理,然后分析研究了大运河江苏段文化IP开发所面临的困境,最后在借鉴阿姆斯特丹运河构建“黄金水道”经验实践的基础上,提出了深入挖掘运河文化资源、构建全方位立体化宣传格局、推动运河文化IP跨界融合、强化沿线城市协作联动等对策建议. Jiangsu section of Grand Canal is a super IP which has accumulated potential energy for around a millennium,and its innovative development is of great urgency.In the background of culture and tourism integration,remarkable effects have been achieved in the development of cultural IP in Jiangsu section of Grand Canal,but still,there are the problems such as insufficient creative transformation of cultural resources,insufficient innovation of canal cultural IP products,non-prominent cultural brand image with the characteristics of canal,and overall low-level coordination of cities along the line.On this basis,this paper firstly combs the evolution of history and culture and the characteristic cultural resources in Jiangsu Section of Grand Canal systematically,and then analyzes and researches the difficulties faced in the development of cultural IP in Jiangsu section of Grand Canal.Finally,by referring to the practical experience of constructing"Golden Waterway"on Amsterdam Canal,this paper brings forward the countermeasure suggestions such as deeply digging the canal cultural resources,constructing an overall and three-dimensional propaganda pattern,promoting the cross-border integration of canal cultural IP,and strengthening the coordination and linkage of the cities along the line.

作者郭新茹沈佳韩靓 Guo Xinru;Shen Jia;Han Liang

机构地区南京师范大学新闻与传播学院南京大学长三角文化产业发展研究院南京师范大学社会发展学院

出处《文化产业研究》 2020年第1期264-276,共13页 Cultural Industry Research

基金江苏省文化科研课题重点项目“大运河沿线江苏段文化资源开发路径研究(19ZD02)” 大运河文化带建设研究院2019年度智库专项课题“大运河文化带江苏段文化产业发展研究(DYH19 YB03)” 江苏文化产业基地课题“新冠疫情下江苏文旅产业提振发展研究策略”(20ss1039)的阶段性成果

关键词文旅融合大运河江苏段文化品牌文化IP Culture and Tourism Integration Jiangsu Section of Grand Canal Cultural Brand Cultural IP

分类号 G124 [文化科学]

作者简介郭新茹,河南南阳人,南京师范大学新闻与传播学院副教授,南京大学长三角文化产业发展研究院研究员,硕士生导师,产业经济学博士。研究方向为文化产业空间集聚、版权经济;沈佳,浙江绍兴人,南京师范大学社会发展学院,研究生。研究方向为民俗文化与文化产业;韩靓,河南安阳人,南京师范大学新闻与传播学院,研究生。研究方向为传播学。