传统工艺美术历史悠久，但一直自觉自明地寻找生存的时代感。信息时代产业模式的转换给传统工艺美术带来了前所未有的机遇，传统工艺美术必经变革，才能融入到如火如荼的文化创意产业中。传统工艺美术以本体语言体现人的创造性，承载和传播了社会发展过程中的人文理想、生活美学，其文化附加值被愈来愈多的企业和设计师所认知。本文选取了“故宫文创”、“铜师傅”、“永琦家居”和上市公司“美盛文化”等案例，就传统工艺美术产业建设品牌、强化知识产保护意识、IP文创衍生品开发、受关注度的培养、市场渠道的建设与拓展、实物产品的供应链管理、品牌影响力的建设等方面展开研究，探讨传统工艺美术融入文化创意产业中的变革途径。
关键词：传统工艺美术 文化创意产业 知识产权 品牌意识 变革途径
Traditional arts and crafts enjoy a long history, but they have been consciously looking for sense of the times for survival. The transformation of the industrial mode in the information age has brought unprecedented opportunities to traditional arts and crafts, and traditional arts and crafts must undergo changes to integrate into the vigorously growing cultural creative industry. Traditional arts and crafts embody human creativity in ontology language, carry and spread the humanistic ideals and life aesthetics in the process of social development, and their cultural added value has been recognized by more and more enterprises and designers. This paper selected “the Palace Museum Cultural Creativity”, “Brass Master”, “Yongqi Furniture” and the listed company “Meisheng Culture” and other cases to carry out studies in the aspects of brand building, enhancing awareness of intellectual property protection, development of IP cultural creative derivatives, cultivation of attention, construction and expansion of market channels, supply chain management of physical products, construction of brand influence, etc. in traditional arts and crafts industry so as to explore the change approaches for integrating traditional arts and crafts into the cultural creative industry.
Keyword：traditional arts and crafts; cultural creative industry; intellectual property; brand awareness; change approach
摘 要....................................................................... I
Abstract.................................................................... II
目 录..................................................................... III
续 论....................................................................... 1
第一章 传统工艺美术在文化创意产业中必经变革.................................. 3
第一节 传统工艺美术在文创产业中的独特优势.................................. 3
（三）丰富的人文性内涵与历史传承........................................................................... 4
（四）文化价值与情感价值的再认识........................................................................... 4
第二节 传统工艺美术在文创产业中的历史机遇.................................. 5
（一）“大众创业”“万众创新”的格局初步形成......................................................... 5
（二）政策环境与市场机制的优化............................................................................... 5
第三节 传统工艺美术在文创产业中的使命与方向................................ 6
（一）向世界展示优秀的中国文化............................................................................... 6
（二）创作生活魅力的产业定位.................................................................................. 6
（三）区域性资源的有效利用与个性设计.................................................................... 6
第二章 故宫博物院文创纪念品的变革之路........................................ 8
（一）三集纪录片《我在故宫修文物》........................................................................ 9
（三）以院长为代表的品牌宣传和影响力.................................................................. 10
第二节 向现代商业看齐..................................................... 11
（二）以营销环境改善为保障.................................................................................... 11
第三节 关于知识产权的思考................................................. 12
（二）把握文化创意产业的核心价值......................................................................... 13
第三章 “铜师傅”的跨界之路................................................. 14
第一节 市场定位与材料选择................................................. 14
第二节 器皿设计与文人性的碰撞............................................. 16
第三节 关于大众审美与个性需求的思考....................................... 17
（二）注重科技研发和创意设计................................................................................. 17
第四章 “永琦家居”紫檀的奢侈品之路......................................... 19
第一节 传统奢侈品的时尚性................................................. 19
（二）时尚元素的嵌入与搭配.................................................................................... 19
第二节 奢侈家居的品牌化................................................... 20
（二）品牌影响力的形成与扩散................................................................................. 21
第三节 关于高端家居的发展思考............................................. 21
（一）新中式风格所体现的坚守和发展...................................................................... 21
（二）市场营销中文化元素的重要作用...................................................................... 22
第五章 “美盛文化”文创产业的探索之路....................................... 24
（一）文化创意产业链的布局.................................................................................... 24
第二节 看好瞬间的娱乐文化................................................. 25
（一）追寻热门及时开发周边衍生品......................................................................... 25
（二）节日文化衍生品的创意开发与坚持.................................................................. 26
第三节 关于产品链与品牌建设的思考......................................... 26
（一）从内容生产到个人用户消费通道的建立........................................................... 26
（二）以IP为核心的泛娱乐化生态圈的构建............................................................. 27
第六章 中南文化IP衍生品和工艺美术的结合.................................... 28
结 语...................................................................... 33
致 谢...................................................................... 34
参考文献.................................................................... 35
作者简介.................................................................... 36
