东营非遗IP开发与文旅融合创新实践研究

Research on the Innovative Practice of Dongying Intangible Cultural Heritage IP Development and Cultural-Tourism Integration

摘要: 文旅融合模式是东营非遗IP从单一普通的“资源”走向“品牌”并长效发展、合理利用的重要途径。东营市拥有独特的黄河口文化、石油工业文化和海洋文化，非遗资源丰富且特色鲜明。然而，当前东营非遗IP的开发面临产品化单一、文旅融合浅层化、品牌辨识度模糊以及人才资金保障不足等现实困境。在分析东营非遗IP开发基础与现状的基础上，提出以“产品多元化、品牌深度化、保障长效化”为核心的创新实践策略。具体包括：构建“三维融合”的产品开发体系；实施强化IP故事与视觉符号的深度品牌营销策略；建立健全人才培养、资金支持与产权保护的长效保障机制。为东营市乃至同类资源型城市通过非遗IP赋能文旅产业高质量发展提供理论参考与实践指引。

Abstract: The cultural-tourism integration model serves as a crucial pathway for transforming Dongying’s Intangible Cultural Heritage (ICH) IP from a singular, conventional “resource” into a sustainable “brand” with long-term development and rational utilization. Dongying City boasts unique cultural assets, including the Yellow River Estuary culture, petroleum industrial culture, and maritime culture, with abundant and distinctive ICH resources. However, the current development of Dongying’s ICH IP faces practical challenges, such as monotonous product development, superficial cultural-tourism integration, ambiguous brand identity, and insufficient talent and funding support. Based on an analysis of the foundation and current status of Dongying’s ICH IP development, this study proposes innovative practical strategies centered on “product diversification, brand deepening, and sustainable safeguards”. Specific measures include: constructing a “three-dimensional integration” product development system; implementing in-depth brand marketing strategies that enhance IP storytelling and visual symbols; and establishing long-term mechanisms for talent cultivation, financial support, and intellectual property protection. This research aims to provide theoretical insights and practical guidance for Dongying City and similar resource-based cities to empower high-quality development of the cultural-tourism industry through ICH IP.