Research On The Relationship Between The Emotional Consumption And The Protection Of Excellent Traditional Culture

China is a country with thousands of years of historical civilization.Every city or region in China has its own unique traditional culture.In the context of complex society,the length of history,the breadth of ethnic groups and regions have created cultural diversity and richness.In recent years,the government has paid more and more attention to the protection of excellent traditional culture.Promoting cultural consumption is an important method to expand fine culture.In the context of consumer society,people’s pursuit of product use gradually shifts to aesthetic and spiritual needs.Satisfying emotional needs is an important way to achieve the identity of the national cultural values,which makes the influence of emotional factors on consumers’ purchasing behavior increasingly significant.As a carrier of cultural communication,cultural and creative products can be circulated around the world,have strong market competitiveness,and play an important role in promoting China’s excellent traditional culture.How to transform the emotional value of excellent traditional culture into products,to promote regional economy with creative economy,and to enhance cultural self-confidence and cultural influence are the key issues in exploring the relationship between consumption and cultural protection.Therefore,this thesis analyzes the uniqueness of regional culture with the cultural and creative product design of the two regions of Chengdu Xindu District and Wenchuan Qiang Nationality,and comprehensively organizes the impact of cultural and creative products on emotional consumption and traditional cultural protection.This dissertation is organized as following five chapters: Firstly,we introduce the background,significance,methods and innovation of the research in the first chapter.The second chapter defines and carries out the relevant professional concepts of the thesis.Besides,the second chapter summarizes the importance of emotional consumption and the necessity of protecting excellent traditional culture.The thirdchapter takes the status of cultural and creative products in Xindu District and Wenchuan Qiang Nationality area as examples to analyze and sort out the uniqueness of the outstanding traditional cultures and the inadequacies of product design of the two regions.In addition,we summarize the general problems in the design of regional cultural and creative products and giving remedies.The fourth chapter concludes the relationship between emotional consumption and excellent traditional culture protection according to the previous investigation and analysis,and sums up the cultural prosperity effect on the economic brought by a series of correlations between emotional consumption,excellent traditional culture and cultural and creative products.The economic prosperity drives the cultural prosperity,and the means to promote economic development is to strengthen the perceptual consumption based on "people".The final chapter conducts the experimental research on the outstanding traditional culture of Xindu District and Wenchuan Qiang Nationality area,and to demonstrate it in combination with the thesis.This thesis intends to deeply explore the excellent traditional culture of the two regions,summarize their advantages and disadvantages,rationally use the people’s cultural sentiments,extract the design elements that can be used for cultural and creative products,and explore the relationship between emotional consumption and traditional cultural protection by making the designs of cultural and creative products.