Ressarch On Industrialization Development Of IP Of Chinese Traditional Art In The New Era

In the new era,China’s economic and social development has entered a new historical stage.The national economy,science and technology are developing rapidly,people’s living standards are improving day by day,and the demand for spiritual and cultural products is constantly increasing.Based on the needs of national and social development,the proportion of cultural products in the national economy is getting higher and higher.The "creative transformation and innovative development" proposed by General Secretary Xi in the report of the 19th National Congress of the Communist Party of China has become the development direction of China’s traditional culture and art in the new era.As an emerging mode of production,the combination of IP and traditional Chinese culture and art will promote cultural communication and bring new commercial value.Chinese traditional art IP contains a variety of manifestations of Chinese traditional art elements,including the emotional identity and value concept of the Chinese nation.Through the presentation of various forms of cultural spirit to meet the needs of different audiences to show the unique charm of traditional Chinese art.China’s IP economy started late,but the speed of development is fast,so the infrastructure,top-level design and other aspects of the development is not sufficient,there are many problems.As one of the new research directions of cultural and creative industry,theoretical research lags behind the rapid development of practice.At present,there are few researches on IP of Chinese traditional art.Therefore,it is the starting point and foothold of this paper to study the problems existing in IP industrialization development of Traditional Chinese art,the causes of these problems,and how to modernize traditional art,seize opportunities and face challenges in the new era,and put forward suggestions for future development.This paper takes IP of Chinese traditional art as the research object and discusses it from five parts.Firstly,it introduces the research background,research significance,research status and research methods,and explains the concept and related research of IP of Chinese traditional art.The first chapter explains the theoretical basis of the research,based on the industrial chain theory,all media marketing theory,field theory and industrial ecology theory for the research of IP industrialization development of Chinese traditional art;Based on PEST analysis,the second chapter conducts a macro analysis on the development status of Chinese traditional art IP from four major external environmental factors that affect the industry,namely politics,economy,society and technology,and concludes the existing problems and causes.It is manifested in lack of copyright protection mechanism,single commercial development channel,lack of healthy industrial ecology,inadequate use of media channel and so on.Based on the theory of industrial chain,it makes a more specific analysis of the industrial chain and market behavior within the traditional Chinese art IP industry,and concludes the problems and causes of the development of the content,operation and derivative links in the upper,middle and lower reaches.The third chapter analyzes three excellent cases of traditional art IP development in China,which are Tang Palace Banquet IP,Sanxingdui IP and Qianli River and Mountain MAP IP.Through case analysis and relevant research theories,the development mode of IP of Chinese excellent traditional art is summarized.Chapter four puts forward effective industrialization development strategy according to the advantages and disadvantages of IP development of traditional art in China.I think it is easy to develop an IP,but it is very difficult to achieve the long-term development of IP.In order to realize the sustainable development of Chinese traditional art IP,it needs the joint efforts of many parties.On the one hand,strong conditions for creative transformation and innovative development of China’s traditional art resources should be constructed externally to build a good industrial ecology.On the other hand,each link within the industry needs refined operation to form the internal driving force of IP development of Chinese traditional art.In order to better carry out the industrialization development of Chinese traditional art IP and build the industrial ecology,the following measures can be further adopted:gather the wisdom of the masses through integrated development and mass innovation mode;Create virtual KOL of Chinese traditional art by integrating social hot spots with digital technology;Cultivate excellent talents who understand both art and digital economy industry development;Build database of Chinese traditional art elements...The value chain of IP is constantly extended,so that Chinese traditional art IP constantly radiates vitality.