基于服务设计思维的辽宁非遗品牌化建设

Brand Construction of Liaoning Intangible Cultural Heritage Based on Service Design Thinking

中文关键词: 服务设计  非遗传承  品牌建设  新零售

英文关键词: service design  intangible cultural heritages  brand construction  new retail

中文摘要:

      目的 从服务设计思维的角度出发，对辽宁省非遗技艺以及文化内容的传承与产品销售进行品牌化的整合与创新，为非遗技艺传承人提供教学平台，打造辽宁省非遗文化品牌，为当代年轻人与辽宁非遗文化传习搭建桥梁。方法 以品牌构建为导向，运用服务设计理论中的利益相关者关系图、用户旅程图、服务蓝图等方法进行论证分析。结论 服务设计思维是品牌建设过程中推动非遗文化发展的重要工具，也是创新非遗品牌运营模式的系统指导，通过洞察年轻用户需求，搭建数字化传承平台和品牌化建设，提升非遗项目传承人及传习受众者的就业率，打造区域文化品牌，推动辽宁非遗文化产业发展。

英文摘要:

      The work aims to make brand integration and innovation for the inheritance and sales of intangible cultural heritage skills and traditional cultural contents in Liaoning province from the perspective of service design thinking, so as to provide a teaching platform for intangible cultural craftsmen, create the brand of creative cultural products of intangible cultural heritage in Liaoning province, and build a bridge between contemporary young people and Liaoning intangible cultural heritage. Guided by brand construction, the stakeholder relationship diagram, user journey diagram, service blueprint, etc. in service design concept were used for demonstration and analysis. Service design thinking is an important tool to promote the development of intangible cultural heritages, and also the systematic guide to innovate the operation mode of intangible brand during the brand construction. Through the insight into young user needs, digital transmission platform and brand construction are set up to promote the intangible cultural heritage project transfer and employment of the teaching and learning audience, build regional culture brand and promote the development of intangible cultural industries in Liaoning.