古籍文创产品开发中的认知图式建构机制研究

王通武; 苏燕; 仇志浩

doi:10.19554/j.cnki.1001-3563.2026.04.037

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包装工程（设计栏目） ›› 2026, Vol. 47 ›› Issue (4) : 436-447. DOI: 10.19554/j.cnki.1001-3563.2026.04.037

设计研讨

古籍文创产品开发中的认知图式建构机制研究

王通武¹, 苏燕^2,*, 仇志浩³

作者信息 +

Construction Mechanism of Cognitive Schema in the Development of Cultural and Creative Products from Ancient Books

WANG Tongwu¹, SU Yan^2*, QIU Zhihao³

Author information +

文章历史 +

摘要

目的在新时代古籍工作背景下,古籍文创产品开发面临认知门槛高、内容转化困难等问题,亟须构建系统化的知识转译机制。方法基于程序化扎根理论,以国家图书馆天猫旗舰店古籍文创产品为样本,通过三段式编码建构“内容-结构-气氛”三维认知图式模型。结果认知图式建构遵循从“认知匹配”到“认知突破”再到“认知内化”的递进路径。其中,内容图式通过需求激活实现知识匹配;结构图式依托互动体验达成认知突破;气氛图式借助情境营造促进文化认同。三者协同形成了系统化的知识转化体系。结论这一认知图式形成机制突破了传统文创产品开发侧重“形式认知”的局限。拓展了认知图式理论在文创领域的应用边界,为古籍文创产品开发提供了从内容呈现到深层认知的系统转化策略。关键词：认知图式;古籍文创产品;知识转化;扎根理论;国家图书馆中图分类号：TB482;G258.2 文献标志码：A 文章编号：1001-3563(2026)04-0436-12

Abstract

To address the challenges of developing cultural and creative products from ancient books, including high cognitive barriers and difficult content transformation in the new era, the work aims to construct systematic knowledge translation mechanism. Based on the grounded theory methodology, the products from the National Library of China's Tmall store were taken as samples to construct a three-dimensional cognitive schema model encompassing "content, structure, and atmosphere". The schema followed a progressive path from "cognitive matching" through "breakthrough" to "internalization". Content schema activated knowledge matching via need stimulation, structure schema achieved breakthroughs through interactive experiences, and atmosphere schema fostered cultural identity through contextual creation. These dimensions formed a systematic knowledge transformation framework. This formation mechanism of cognitive schema breaks through the limitation that traditional cultural and creative product development focuses on "formal cognition", expands the application boundary of cognitive schema theory in the cultural and creative field, and provides a systematic transformation strategy from content presentation to deep cognition for the development of cultural and creative products from ancient books.

导出引用1

王通武, 苏燕, 仇志浩. 古籍文创产品开发中的认知图式建构机制研究[J]. 包装工程. 2026, 47(4): 436-447 https://doi.org/10.19554/j.cnki.1001-3563.2026.04.037

WANG Tongwu, SU Yan, QIU Zhihao. Construction Mechanism of Cognitive Schema in the Development of Cultural and Creative Products from Ancient Books[J]. Packaging Engineering. 2026, 47(4): 436-447 https://doi.org/10.19554/j.cnki.1001-3563.2026.04.037

中图分类号： TB482 G258.2

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