新文创与文化空间视域下豆面印花数字化传播策略研究

李月; 黄小浔; 宋奕勤

doi:10.19554/j.cnki.1001-3563.2026.16.043

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包装工程（设计栏目） ›› 2026, Vol. 47 ›› Issue (16) : 484-497. DOI: 10.19554/j.cnki.1001-3563.2026.16.043

设计研讨

新文创与文化空间视域下豆面印花数字化传播策略研究

李月, 黄小浔^*, 宋奕勤

作者信息 +

Research on Digital Communication Strategy of Shahe Flour Printing in the Context of Neo-culture Creativity and Cultural Space

LI Yue, HUANG Xiaoxun^*, SONG Yiqin

Author information +

文章历史 +

摘要

目的针对非遗豆面印花在数字化传播中存在的技术应用不深、商业转化不足、传播方式单一等问题,基于新文创理念、文化空间理论探索其数字化传播的可行路径。方法引入层次分析法评估豆面印花的数字化价值并明确其发展优先级;以新文创理念与文化空间理论指导实践方向,借助金字塔原理梳理构建非遗豆面印花数字化传播策略;开展实践应用,通过平台数据、对照实验及用户反馈数据验证策略有效性。结果实践数据显示,云展厅主要吸引16~25岁目标群体,其演示视频观众留存率整体高于同类作品;对照试验中,AR文创销量高于两组对照组（分别控制单价和品类）,独立样本T检验结果（P<0.05）表明该销量差异具有统计学意义;活动问卷反馈显示参与线上线下文化空间的主要为大学生群体,体验活动后对该非遗认知程度提升,“不了解”比例降至1.9%。结论实践构建的豆面印花数字化传播策略,能有效扩充其非遗数字内容,并在其商业转化和文化传播方面产生积极作用,为同类非遗的数字化传播提供了个案实践经验。

Abstract

The work aims to explore the feasible paths for the digital communication of intangible cultural heritage Shahe flour printing based on the neo-cultural creativity concept and the cultural space theory, targeting the problems such as insufficient in-depth application of technology, inadequate commercial transformation and single communication mode existing in its current digital dissemination. The analytic hierarchy process (AHP) was employed to systematically evaluate the digital value of Shahe flour printing and determine its development priority. Guided by the neo-cultural creativity concept and the cultural space theory, practices were conducted. Digital dissemination strategies for intangible cultural heritage Shahe flour printing were sorted out and constructed by leveraging the pyramid principle. They were then put into practical applications to verify the effectiveness through platform data, controlled experiments and user feedback data. Practical data showed that the cloud exhibition hall mainly attracted the target group aged 16 to 25, and the audience retention rate of its demonstration videos was generally higher than that of similar works. In the controlled experiment, the sales volume of AR cultural and creative products was higher than that of the two control groups (with unit price and product category controlled respectively). The T-test result of the independent samples (P < 0.05) indicated that the difference in sales volume was statistically significant. The feedback from the activity questionnaire showed that the participants in the online and offline cultural spaces were mainly college students. After experiencing the activities, their awareness of this intangible cultural heritage was improved, with the proportion of "no prior knowledge" dropping to 1.9%. In conclusion, the proposed strategy effectively enriches the digital content reservoir of intangible cultural heritage. Furthermore, it significantly contributes to promoting its commercial transformation and broadening its cultural communication channels, providing case practice experience for the digital dissemination of similar intangible cultural heritage.

导出引用1

李月, 黄小浔, 宋奕勤. 新文创与文化空间视域下豆面印花数字化传播策略研究[J]. 包装工程. 2026, 47(16): 484-497 https://doi.org/10.19554/j.cnki.1001-3563.2026.16.043

LI Yue, HUANG Xiaoxun, SONG Yiqin. Research on Digital Communication Strategy of Shahe Flour Printing in the Context of Neo-culture Creativity and Cultural Space[J]. Packaging Engineering. 2026, 47(16): 484-497 https://doi.org/10.19554/j.cnki.1001-3563.2026.16.043

中图分类号： TB472

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