目的 推进地域优秀传统文化创新性发展和创造性传承，从地方历史文化人物思想传播、历史人物品牌推广与产品设计开发诸角度解析文创产品开发与地域文化IP构建之间的关系。方法 运用皮尔斯符号三元论反向演绎文创设计的路径，以船山文创为具体案例探讨地域历史文化名人文创产品的开发模式。结论 指出文化挖掘、文创呈现和表达载体三个层面应作为一个有机体进行的整体架构设计, 认为文创的本质在于通过一定的外在实态化文创形式构成符号载体，以IP内容的设计手法对演绎对象进行特定的意义赋予，从而完成对文创符号赋予特定文化内涵的目标指向。

The work aims to analyze the relationship between creative and cultural product development and IP construction of regional culture from the perspectives of local historical and cultural figures' ideological dissemination, historical figures' brand promotion, and development of product design to promote the innovative development and creative inheritance of excellent regional traditional culture. The Peircean trichotomy of signs was used to reverse the path of cultural creation design. The development mode of creative cultural products of regional historical and cultural celebrities was discussed with Chuanshan cultural and creative model as a specific case. It points out that the three levels of cultural excavation, cultural creation presentation and expression carrier should be designed as an organic whole. It is believed that the essence of cultural creation is to form a symbol carrier through a certain external materialized cultural creation form, and to give specific meaning to the deductive object with the design method of IP content, so as to achieve the goal of giving specific cultural connotation to cultural creation symbols.