传统非遗技艺在快消品行业联名中的IP商业化路径研究

Research on the IP Commercialization Path of Traditional Intangible Cultural Heritage Techniques in the Joint Venture of Fast-moving Consumer Goods Industry

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摘要本文围绕传统非物质文化遗产(非遗)技艺与快消品行业的跨界联名现象,深入探讨其IP商业化路径,随着国潮崛起和文化自信增强,非遗技艺从静态保护向活态传承转变,与快消品行业的联名合作成为文化传承与商业创新相结合的重要模式。研究基于SICAS和SIPS消费者行为模型,结合赵记传承、柳丝木、稀物集等最新案例分析了非遗IP商业化的核心路径、面临的商业化与文化本真性之间的张力以及平衡机制。研究发现,成功的非遗联名通过文化符号转化、场景化体验构建、数字化传播和双向价值赋能实现商业价值,同时在产品、传播和产业链三个层面形成完整闭环,研究为非遗技艺的现代转化和快消品行业的品牌升级提供理论指导和实践参考。 This paper focuses on the cross-border co branding phenomenon of traditional intangible cultural heritage(intangible cultural heritage)skills and FMCG industry,and deeply discusses its IP commercialization path.With the rise of China-Chic and cultural self-confidence,the intangible cultural heritage skills have changed from static protection to live inheritance,and the co branding cooperation with FMCG industry has become an important model combining cultural inheritance and commercial innovation.Based on the SICAS and SIPS consumer behavior models,this study analyzes the core path of commercialization of intangible cultural heritage IP,the tension between commercialization and cultural authenticity,and the balance mechanism,combined with the latest cases such as Zhao Ji Inheritance,Willow Silk Wood,and Rare Things Collection.Research has found that successful co branding of intangible cultural heritage achieves commercial value through cultural symbol transformation,scenario based experience construction,digital dissemination,and two-way value empowerment.At the same time,a complete closed loop is formed at the product,dissemination,and industry chain levels.The study provides theoretical guidance and practical reference for the modern transformation of intangible cultural heritage skills and brand upgrading in the fast-moving consumer goods industry.

作者马麟淋屈艺璐申沁鑫王梓业陈慕雪 Linlin Ma;Yilu Qu;Qinxin Shen;Ziye Wang;Muxue Chen(Golden Audit College,Nanjing Audit University,Nanjing,Jiangsu 210023)

机构地区南京审计大学金审学院

出处《经济发展研究(香港)》 2025年第6期17-19,共3页 Research on Economic development

基金江苏省高等学校大学生创新创业训练计划项目“传统非遗技艺在快消品行业联名中的IP商业化路径研究——基于喜茶联名的案例分析(JS202513994049)”成果。

关键词非物质文化遗产快消品行业 IP商业化跨界联名文化本真性 intangible cultural heritage fast-moving consumer goods industry IP commercialization cross border collaboration cultural authenticity

分类号 G124 [文化科学]