An Analysis On The Design Of Shangli-la Tourism Derivatives Based On Cultural Creativity

The vanishing horizon,a literary work that helps people find a sense of belonging from the bottom of their hearts,makes Shangri-La known to the world.Adhering to the conviction of the heart,the people who are pursuing this peaceful and tranquil pure land have been in constant flux,and have launched a "Shangri-La" craze.As a famous brand culture in the world,Shangri-La has ingeniously injected cultural factors into the design of tourism derivatives,promotes the added value of products and acts as a carrier of cultural communication.It can not only enhance the soft strength of the culture,create a beautiful image of Shangri-La,but also stimulate the vitality of the market and create great social and economic benefits.Cultural and creative industries as a new industry,and tourism derivatives integration design research is instructive.It is a new proposition that how to develop creatively on the basis of respecting local history and culture to adapt to the constantly updated market demand.With the rapid progress of the times and the pace of civilization,people’s demands are gradually moving closer to the spiritual world.Through the insight of the market background and the current development of tourism derivatives,the necessity and feasibility of cultural creativity and Shangri-La tourism derivatives integration are explored,and the local culture of Shangri-La is studied in order to seek the value of the local culture of Shangri-La on the design of tourism derivatives,and to provide the research for the integration of the two.Theoretical support.Through the analysis and study of the successful cases of cultural and creative products in China,the common idiosyncratic characteristics of excellent cultural and creative products are explored,and the design strategy of Shangri-La tourism derivatives based on cultural creativity is put forward.Finally,taking the "yak calf" brand as an example,from the brand building,the consumer group positioning,market positioning,combined with the Shangri-La cultural value of the cognitive analysis,to achieve a cultural and creative Shangri-La tourism derivatives design exploration.