Research On The IP Imahe And Cultural Creative Design Of Laoshan Dough Sculpture "Wanggezhuang Big Steamed Bread"

Under the background of rural revitalization and inheritance of intangible cultural heritage,developing intangible cultural heritage industries with local characteristics has become an important way for rural revitalization and construction.Laoshan dough sculpture is the intangible cultural heritage of Qingdao,with historical and cultural value.In addition,as a key local industry,the economic potential is huge.With the increasingly close ties between different regions in China,the problem of homogenization in the development of dough products among regions has become increasingly serious.At present,the creation and dissemination of Laoshan dough sculpture products are lack of innovation,and can not be distinguished from other dough sculptures in Jiaodong.In the trade-off between commercial value and cultural communication,Laoshan dough sculpture has not established its own unique symbol system.IP image has unique cultural characteristics and emotional attributes.Through media communication,it can produce characteristic content,and then attract consumers to interact with it.This research takes the intangible cultural heritage of Laoshan dough sculpture and the cultural and creative design of IP image as the breakthrough point,innovatively develops Laoshan dough sculpture culture,launches rich cultural and creative products,realizes the transformation and upgrading of intangible cultural heritage industry,creates a characteristic dough sculpture industry with sustainable vitality,and promotes the revitalization of local villages.Through literature research,case analysis,questionnaire survey and other research methods,this paper explores how to use IP image and cultural and creative design to enable the modernization of intangible cultural heritage industry.First of all,it summarizes the relevant theories of Laoshan dough sculpture,IP image and cultural and creative design.Secondly,through the research and analysis of excellent IP image and cultural and creative design,this paper summarizes the design ideas of the combination of intangible cultural heritage culture and IP image.Finally,the Laoshan flour sculpture industry was investigated to explore the characteristic symbol of"Wanggezhuang big steamed bread" and create the IP image of "Wanggezhuang big steamed bread" through design practice,giving Laoshan flour sculpture a unique visual symbol.This paper takes the intangible cultural heritage industry of Laoshan dough sculpture as the research object,takes "Wanggezhuang big steamed bread" as an example to carry out design practice,and combines IP image and cultural and creative design to create a new cultural card of Laoshan dough sculpture.It is expected to increase the competitive advantage of Laoshan dough sculpture "Wanggezhuang big steamed bread" product,promote the living inheritance of Laoshan dough sculpture intangible cultural heritage,and provide reference for the integration and development of rural intangible cultural heritage culture,IP image and cultural and creative design.