The Research And Practice On IP Design Of Hunan Intangible Cultural Heritage Creation Brand "Phoenix Tree"

The development of cultural and creative industries is an inevitable result of increasing self-confidence in national culture and promoting integration and innovation in recent years.The term “IP” has been the focus of attention since 2014.IP in English is "Intellectual Property",which is generally called "Intellectual Property" in the society,and refers to the exclusive rights that human beings enjoy according to law to the intellectual labor achievements they have created in the practice of social life within a certain period of time.In 2018,the "Chinese Cultural IP Industry Development Report" put forward a new definition of "cultural IP",indicating the connection and integration between culture and IP products.In April of the same year,Tencent put forward the concept of "new cultural innovation" for the first time at the New Cultural and Creative Ecology Conference,paying more attention to the cultural value construction and shaping methods of IP.The use of rich national traditional culture to develop outstanding cultural and creative IP and promote the development of cultural and creative industries has become a multiple requirement for the development of traditional culture and the transformation and development of modern economy.Today,as the most dynamic part of Hunan economic development,the Hunan cultural creative industry is facing various difficulties such as lack of cultural brands and lack of expansion of cultural and creative channels.In the context of the country ’s emphasis on promoting cultural selfconfidence and the industry ’s promotion of “new cultural and creative” development,the innovative development of Hunan intangible cultural heritage and creative IP has a very positive effect on the spread of traditional culture in Hunan and the transformation and development of the cultural and creative industry.significance.Based on the "Neo-Cultural Creativity " concept of the cultural and creative industries and traditional intangible cultural heritage,the article expounds the development advantages of integration and innovation between the two,and explores cultural and creative IP development strategies.Using research methods such as questionnaire surveys,comparative studies,and event studies,and taking the IP image design of "Phoenix Tree" as the entry point for the Hunan intangible cultural heritage and creative brand,the traditional intangible cultural heritage and the aesthetics of the times are creatively transformed,and the concept of cultural and creative IP is tried.,Design,development and operations.During the design process,the combination of theory and practice was carried out through the combing of Hunan intangible cultural heritage,element extraction,sketch design,computer drawing,and derivative product development to verify the feasibility of the "new cultural and creative" IP development strategy with actual cases,helping the development of Hunan cultural creative industry IP,to achieve the inheritance and protection of Hunan Intangible Cultural Heritage.