侗族民间故事IP化与乡村特色品牌建设路径研究

Research on the IP of Dong Folk Tales and the Path of Rural Characteristic Brand Construction

摘要: 在全面推进乡村振兴的背景下，文化振兴成为乡村发展的重要维度。侗族民间故事作为侗族文化的核心载体，蕴含着丰富的族群记忆与精神价值，亟待传承与发展；而相应地区的发展也同样需要具有当地文化特色的品牌来实现乡村振兴。基于此，本研究以侗族民间故事为对象，在厘清民间故事IP与乡村特色品牌内涵关联的基础上，系统挖掘侗族民间故事的IP化价值，并提出涵盖资源整合、价值深挖、传播创新、产业人融合、差异化发展与建立反馈机制的发展路径，推动侗族民间故事IP化与乡村特色品牌的建设，为相关地区实现文化与经济协同发展提供参考。

Abstract: Under the background of comprehensively promoting rural revitalization, cultural revitalization has become an important dimension of rural development. As the core carrier of Dong culture, Dong folk stories contain rich ethnic memory and spiritual value, which need to be inherited and developed urgently. The development of the corresponding areas also needs brands with local cultural characteristics to achieve rural revitalization. Based on this, this study takes the Dong folk stories as the object, and on the basis of clarifying the relationship between the IP of folk stories and the connotation of rural characteristic brands, systematically excavates the IP value of Dong folk stories, and puts forward the development path covering resource integration, value digging, communication innovation, industrial integration, differentiated development and establishment of feedback mechanism, so as to promote the IP of Dong folk stories and the construction of rural characteristic brands, and provide reference for the coordinated development of culture and economy in related areas.