Product Design Of Bamboo Carving In Baoqing From The Perspective Of Intangible Heritage Protection

With the continuous progress of science and technology in China,mechanized production has gradually replaced manual production,and traditional handicrafts are facing a huge impact.With the improvement of intangible cultural heritage protection policies and the development of cultural and creative industries,traditional crafts have ushered in new opportunities.Baoqing bamboo carving,as a traditional handicraft integrating practicality and appreciation,originated in Wugang County,Shaoyang City,Hunan Province(formerly known as Baoqing),and was listed in the protection list of China’s intangible cultural heritage in the first batch.However,due to the accelerated process of product commercialization,the purely handmade Baoqing bamboo carving products are facing difficulties due to the problems of long production cycle,large volume,high price and few consumers.Therefore,relying on the perspective of intangible cultural heritage protection,we can solve some problems existing in the industrialization of Baoqing bamboo carving by means of cultural and creative product design,so as to promote the protection,inheritance and innovation of Baoqing bamboo carving.Firstly,it systematically analyzes the research and design status of intangible cultural heritage protection,Baoqing bamboo carving and cultural and creative products at home and abroad,and defines the opportunities and challenges in the development process.Secondly,it puts forward the strategies of intangible cultural heritage protection,such as intangible cultural heritage entering the campus,digital protection,cultural and creative branding and so on.From the perspective of cultural circulation,cultural reproduction and semiotics,it provides a theoretical basis for the design of Baoqing bamboo carving cultural and creative products;Then it analyzes the development process of Baoqing bamboo carving from the historical evolution,artistic theme and production technology of Baoqing bamboo carving,so as to find the specific theme and technology of this cultural and creative design.At the same time,corresponding solutions are put forward according to the current situation of Baoqing bamboo carving cultural and creative products,such as weak brand awareness,single sales mode,poor convenience and insufficient cultural symbolization;Then the SWOT analysis of Baoqing bamboo carving is carried out,which is conducive to its competitive advantage in the market.Finally,on the one hand,it advocates thinking about cultural and creative design from the aspects of aesthetic value,skill inheritance and industrial transformation.On the other hand,the audience,market orientation and product style are defined by demand analysis,function and market design positioning.At the same time,the design principles of representativeness,identity,convenience,practicability and brand recognition are used to integrate the theoretical results into the design of cultural and creative products,so as to enrich the cultural connotation of Baoqing bamboo carving cultural and creative design.