符号转译与价值共创：三星堆IP盲盒的设计策略研究

Symbolic Translation and Value Co-Creation: A Study on Design Strategies of Sanxingdui IP Blind Boxes

摘要: 在文化强国战略与潮玩消费升级的双重驱动下，文博IP的现代化转化成为文化产业发展的重要方向。三星堆IP盲盒以古蜀文明符号为核心，借助盲盒媒介的独特属性，实现了文物符号从传统器物到当代潮玩的创造性转译，并通过消费者深度参与构建了多元价值共创体系。文章基于符号学与价值共创理论，梳理三星堆IP的符号谱系与盲盒媒介特性，剖析其从形式、叙事到功能的符号编码机制，探究消费者在拆盒体验、社交分享、数字延伸中的意义生产过程，最终提出层级符号提取、开放接口设计、叙事宇宙构建的核心设计策略，为传统文化IP的潮玩化开发提供理论参考与实践范式。

Abstract: Driven by the national strategy to build a cultural powerhouse and the upgrading trend in cultural consumption, the modernization of cultural heritage IPs has become a pivotal direction for cultural industry development. The Sanxingdui IP blind box project centers on symbols of ancient Shu civilization, leveraging the unique attributes of blind box media to creatively transform cultural relics from traditional artifacts into contemporary collectibles. Through consumer engagement, it establishes a multi-value co-creation ecosystem. Grounded in semiotics and value co-creation theory, this study examines the symbolic spectrum of Sanxingdui IPs and the characteristics of blind box media, analyzes symbolic encoding mechanisms across form, narrative, and function, and explores consumers’ meaning production processes during unboxing experiences, social sharing, and digital extensions. The research ultimately proposes core design strategies, including hierarchical symbol extraction, open interface design, and narrative universe construction, providing theoretical references and practical paradigms for developing traditional cultural IPs into trendy collectibles.