摘要
中医药银饰文创产品是中医药文化产业的符号表征,也是中医药文化生活化的表现形式,但学界对其研发问题鲜有探讨。对在售中医药银饰文创产品进行市场调研,分析其现存问题,并提出以传播中医药文化为导向的产品开发策略。当前,我国中医药银饰文创产品设计重外在表象,轻文化内涵;生产重标准量产,轻个性定制;市场重零散销售,轻有序统筹。面对人民日益增长的银饰品需求,基于中医药文化的银饰文创产品的开发应厘清中医药银饰文创产品市场需求,凸显多元化中医药形象与文化特色,开展涉中医药元素个性化定制服务,完善中医药银饰文创产品市场体系,以构建“中医药+”跨界融合发展新格局。
Traditional Chinese Medicine(TCM)cultural and creative silver jewelry is the symbolic representation of the TCM cultural industry and the manifestation of life-oriented TCM culture.However,its research and development is rarely studied.This paper surveys the TCM cultural and creative silver jewelry on sale,investigates some of its problems,and puts forward four development strategies with the purpose of spreading TCM culture.It concludes that nowadays,external appearance of TCM cultural and creative silver jewelry is emphasized rather than its cultural connotation in terms of the product design,standardized mass production rather than personalized customization in terms of the product production,and fragmented sale rather than orderly one in terms of market.In face of people's increasing demand for silver jewelry,the development of TCM cultural and creative silver jewelry should clarify its market demand,highlight the diversified image and cultural characteristics of TCM,start personalized and customized services for TCM elements,and improve its market system,so as to build a new“TCM plus”pattern for its cross-border integration development.
作者
阎莉
张艺馨
王珊珊
王乐鹏
Yan Li;Zhang Yixin;Wang Shanshan;Wang Lepeng(School of Humanities,Beijing University of Chinese Medicine,Beijing 102488,China;School of Acupuncture-Moxibustion and Tuina,Beijing University of Chinese Medicine,Beijing 102488,China)
出处
《亚太传统医药》
2023年第8期11-14,共4页
Asia-Pacific Traditional Medicine
基金
中央高校基本科研业务费专项资金资助-北京中医药大学重点攻关项目(2020-JYB-ZDGG-092)
北京中医药大学基本科研业务费“揭榜挂帅”项目(人文社科类项目)(2022-JYB-JBRW-011)
北京中医药大学教学名师工作坊项目(MSGZF202214)
北京中医药大学“中医文化进校园与健康知识传播”项目(BUCM-2021-JS-FW-144)
四川省社会科学“十三五”规划项目(SC20YJ022)。
关键词
中医药银饰品
中医药文化
文创产品
文化产业
开发策略
TCM Cultural and Creative Silver Jewelry
TCM Culture
Cultural and Creative Products
Cultural Indus-try
Development Strategies
