秀洲农民画衍生品设计的开发研究
摘 要：本文对秀洲农民画衍生品及其IP形象进行开发研究，使秀洲农民画更加“亲民”。分析秀洲农民画当前现状以及文创产业当前的瓶颈；从知识产权保护、产品创意及IP形象等方面提出农民画的发展建议；剖析当前以及未来消费主体的变化，使农民画衍生品的定位更加准确。从长远来看，创意、知识产权的保护、消费主体的变更都是发展农民画衍生品的关键，农民画IP与其有相辅相成的作用，可以让农民画衍生品突破单个的发展领域。
关键词：秀洲农民画；衍生品；创新创意；消费主体；IP
中图分类号：TB472 文献标识码：A
文章编码：1672-7053(2018)10-0056-02
Abstract：In order to make Xiuzhou Peasant painting more "pro-people", this paper develops and studies the derivative of Xiuzhou Peasant painting and its IP image. This paper analyzes the current situation of farmers' paintings in Xiuzhou and the bottleneck of cultural creation industry; puts forward suggestions for the development of farmers' paintings from the aspects of intellectual property protection, product creativity and IP image, and analyzes the changes of current and future consumers. So that farmers draw derivatives more accurate positioning. In the long run, creativity, the protection of intellectual property rights and the change of consumer main body are all the keys to the development of peasant painting derivatives. The farmer painting IP and it can complement each other, which can break through a single field of development.
Key Words：Xiuzhou Peasant painting; derivative; Innovative creativity; Consumption subject; IP
