文化創(chuàng)意設(shè)計賦能東昌葫蘆雕刻品牌構(gòu)建

中圖分類號：J525.2；G127文獻標識碼：A

文章編號：2096-4110(2025)05(a)-0100-05

Cultural and Creative Design Empowers Dongchang Gourd Carving Brand Construction

LI Zhengda (LiaochengVocational and TechnicalCollege,Liaocheng Shandong,252OoO, China)

Abstract:Thisstudytakes the Dongchang gourdcarvingbrandasan example toexplore thepathof culturalandcreativedesign empowerig intangibleculturalheritagebrands.Dongchanggourdcarvingcontainscultural,academic,andsocialvalues.Inesof productdesign,lowiprples:fistuetaditioalaftsmashndmateralstsreualitycodlyasedodiol improvedprocesssandexpandedfuctios;thetirdistosummazeandetracttraditioalpateshapes;thefouthistotasfo thematerialandshapehileretainingsomeofteraftsmanship;fifthcaryoutperipheraldrivativedesign.Atpresent,treare still ome problemsinDongchanggourdcarving.Thisstudyproposesimplementation measurestoaddress theseisues，suchasenhancingthe plasticityofitsbrandcultureandmakingthebrandconnotationmorediverseandrich;improvingtheconstructioof the industrialchaintoensuresmoth productionandsalesofculturalandcreativeproducts;enhancingproduct dissminatioadincreasebrandawarenes;buildingabrandandemphasizingcopyrightprotection;buildingamarketingandpromotionplatfortoexplore sustainable growthpoints.Thesemeasures inheritandinnovateonthebasisofprotecting Dongchanggourdcarving,promoteits creativetransformationandinovativedevelopment,andprovidereferenceexamplesforempoweringnonheritageculturalandcreatie productsthroughculturalandcreativedesig,helpingtopromotetheinheritanceanddevelopmentofexcelenttraditionalChese culture in contemporary times.

Key words: Dongchang gourd; Brand; Intangible cultural heritage; Product design; Cultural industry; Gourd carving

習近平總書記強調(diào)，“要把優(yōu)秀傳統(tǒng)文化的精神標識提煉出來、展示出來，把優(yōu)秀傳統(tǒng)文化中具有當代價值、世界意義的文化精髓提煉出來、展示出來”。（剩余7009字）