目的 基于“金枪大叔”的“借势”理论,提出“文-创-产”协同模型,实现文创产品设计中文化价值与商业价值的统一。方法 从认知借势中挖掘消费者文化认知基础、从创意借势中激发创新灵感、从产品借势中借助市场趋势与热点,多个维度地深入剖析其作用机制。在此基础上构建“文-创-产”协同模型。该模型围绕文化符号的精准提取与多层级表达、消费者痛点的转化与冲突制造、细分市场的精准定位与流量密码的把握3个核心层面展开。同时,通过对多个具有代表性的文创产品案例进行深度剖析,验证了借势理论与协同模型在文创产品设计中的有效性与可行性。结论 “借势”理论为文创产品设计提供了全新的思路和方向。“文-创-产”协同模型能够有效整合文化资源、激发创意灵感、提升产品市场竞争力,实现文化价值与商业价值的有机统一,为文创产业的可持续发展提供了有力的理论支持和实践指导。
Abstract
The work aims to propose a "culture-creativity-industry" collaborative model based on Jinqiang Dashu's theory of "Jie Shi (trend leveraging)" to achieve the unity of cultural value and commercial value in the design of cultural and creative products. The mechanism of trend leveraging was introduced from three dimensions: exploring consumers' cultural cognitive foundations through cognitive trend leveraging, stimulating innovative inspiration through creative trend leveraging, and leveraging market trends and hotspots through product trend leveraging. On this basis, a "culture- creativity-industry" collaborative model was constructed. This model revolved around three core aspects: the precise extraction and multi-level expression of cultural symbols, the transformation of consumer pain points and the creation of conflicts, and the accurate positioning of niche markets and the grasp of traffic passwords. Through in-depth analysis of multiple representative cultural and creative product cases, the effectiveness and feasibility of the trend leveraging theory and the collaborative model in the design of cultural and creative products were verified. The research conclusion indicates that the "trend leveraging" theory offers a brand-new perspective and direction for the design of cultural and creative products. The "culture-creativity-industry" collaborative model can effectively integrate cultural resources, stimulate creative inspiration, enhance the market competitiveness of products, and realize the organic unity of cultural value and commercial value, providing strong theoretical support and practical guidance for the sustainable development of the cultural and creative industry.
关键词
文创产品设计 /
《借势》理论 /
文-创-产协同模型 /
文化传承 /
创意设计
Key words
cultural and creative product design /
"trend leveraging" theory /
culture-creativity-industry collaborative model /
cultural heritage /
creative design
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基金
重庆市教委人文社科项目（21SKSZ039）
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