文化创意设计赋能东昌葫芦雕刻品牌构建

中图分类号：J525.2；G127文献标识码：A

文章编号：2096-4110(2025)05(a)-0100-05

Cultural and Creative Design Empowers Dongchang Gourd Carving Brand Construction

LI Zhengda (LiaochengVocational and TechnicalCollege,Liaocheng Shandong,252OoO, China)

Abstract:Thisstudytakes the Dongchang gourdcarvingbrandasan example toexplore thepathof culturalandcreativedesign empowerig intangibleculturalheritagebrands.Dongchanggourdcarvingcontainscultural,academic,andsocialvalues.Inesof productdesign,lowiprples:fistuetaditioalaftsmashndmateralstsreualitycodlyasedodiol improvedprocesssandexpandedfuctios;thetirdistosummazeandetracttraditioalpateshapes;thefouthistotasfo thematerialandshapehileretainingsomeofteraftsmanship;fifthcaryoutperipheraldrivativedesign.Atpresent,treare still ome problemsinDongchanggourdcarving.Thisstudyproposesimplementation measurestoaddress theseisues，suchasenhancingthe plasticityofitsbrandcultureandmakingthebrandconnotationmorediverseandrich;improvingtheconstructioof the industrialchaintoensuresmoth productionandsalesofculturalandcreativeproducts;enhancingproduct dissminatioadincreasebrandawarenes;buildingabrandandemphasizingcopyrightprotection;buildingamarketingandpromotionplatfortoexplore sustainable growthpoints.Thesemeasures inheritandinnovateonthebasisofprotecting Dongchanggourdcarving,promoteits creativetransformationandinovativedevelopment,andprovidereferenceexamplesforempoweringnonheritageculturalandcreatie productsthroughculturalandcreativedesig,helpingtopromotetheinheritanceanddevelopmentofexcelenttraditionalChese culture in contemporary times.

Key words: Dongchang gourd; Brand; Intangible cultural heritage; Product design; Cultural industry; Gourd carving

习近平总书记强调，“要把优秀传统文化的精神标识提炼出来、展示出来，把优秀传统文化中具有当代价值、世界意义的文化精髓提炼出来、展示出来”。（剩余7009字）