Research On Cultural And Creative Products Design Path Of Chinese Traditional Handicraft

With the continuous improvement of the national consumption level,cultural consumption has received more and more attention,and the cultural creative industry has also ushered in many favorable policies and unprecedented success at the market level.At the same time,many traditional handicrafts are faced with the problems of reduced liveness and transmission resistance.How to take advantage of the rapid development of Chinese creative products in the cultural and creative industries to help traditional handicrafts to gain cultural rebirth and live inheritance in the market is an urgent problem and a valuable proposition.Under this background,the paper takes Yixing Zisha as an entry point and discusses the design of traditional Chinese handicrafts and cultural creative products.Using the literature analysis method to sort out the concepts of traditional handicrafts,cultural creative products,Yixing Zisha,etc.,to define and to analyze the concepts of consumer innovation,psychological ownership,and perceived innovation,to analyze the limitations of Yixing Zisha in the consumer market,and to reveal the feasibility and necessity of developing traditional handicraft cultural and creative products.Using the questionnaire survey method,based on Zisha cultural and creative product design,consumers are measured on the psychological ownership scale and perceived innovation scale,and the empirical research method is used to construct and verify a hypothetical model for the formation mechanism of consumer perceived cultural and creative products innovation.Using the case analysis method to clarify the use of isomorphic,reverse thinking,deconstruction,association and other design methods in design practice that can positively promote consumer perception of the innovation of cultural and creative products,and put forward the design concept of purple sand cultural and creative products.Furthermore,based on the current status of Yixing Zisha cultural and creative product design,and from the perspective of consumer innovation,a traditional handicraft cultural and creative product design path taking Yixing Zisha as an example was constructed.At the theoretical level,the paper reveals the formation mechanism of consumer perception and innovation based on cultural and creative products;at the practical level,it further combines the design methods that promote consumer perception of cultural and creative product innovation,taking Yixing Zisha as an example to propose the traditional handicraft cultural and creative product design path from theperspective of consumer innovation.And in this way,consumers’ enthusiasm and success rate of participating in traditional handicraft cultural and creative product design will be promoted,and it will promote the traditional handicrafts truly integrate into the market and achieve a living inheritance.There are 43 figures and 7 tables,79 references in this paper.