唐桥陵文化符号的IP角色设计开发策略与实践研究

IP Role Design and Development Strategy and Practice of Qiaoling Cultural Symbols in the Tang Dynasty

中文关键词: 桥陵  文化符号  IP角色  开发策略  推广

英文关键词: Qiaoling  cultural symbol  IP role  development strategy  promotion

中文摘要:

      目的 近几年，各个行业都极力去打造属于自己的IP，用于传播文化和提升经济。桥陵作为关中唐十八陵中的佼佼者，包含着丰富的旅游资源和IP可开发内容，但存在知名度较低、文化遗产破坏较严重等问题，为促进桥陵文化再生，提出了几点关于IP角色开发的方案策略。方法 首先，通过文献资料、网络资料和实地考察对桥陵文化进行梳理，确定文化符号的具体载体和蕴含的IP设计要素;其次，结合大量历史文化遗产类成功的IP角色设计案例，通过对比分析法，根据桥陵的特殊性从“视觉形象构建”“精神情感传达”“角色故事衍生”三个层面探索了开发的策略;最后进行了IP设计实践，以验证策略的可行性。结论 将桥陵文化符号以IP角色的形式进行设计呈现，不仅可以使受众了解历史、熟知桥陵，实现传统文化遗产的保护和发扬，而且还可以为此类IP角色的设计提供灵感和参考。

英文摘要:

      In recent years, various industries have been striving to create their own IP for spreading the culture and enhancing the economy. As one of the outstanding Eighteen Tombs of the Tang Dynasty in Guanzhong, Qiaoling contains enormous tourism resources and exploitable IP content. However, it has problems such as low visibility and severe damage to cultural heritage. Therefore, in order to promote the regeneration of Qiaoling culture, the work aims to propose several strategies for developing IP roles. Firstly, the Qiaoling culture was sorted out through literature, online materials, and on-site investigations to determine the specific carriers and IP design elements of cultural symbols. Secondly, based on a large number of successful IP role design cases related to historical and cultural heritage, and through comparative analysis, the development strategies were explored from three levels of "visual image construction", "spiritual and emotional communication", and "role story derivation" based on the particularity of Qiaoling. Finally, IP design practice was conducted to verify the feasibility of the strategy. Designing and presenting the cultural symbols of Qiaoling in the form of IP roles is a correct choice, which not only enables the audience to understand history, become familiar with Qiaoling, and achieve the protection and promotion of traditional cultural heritage, but also provides inspiration and reference for the design of such IP roles.