基于“互联网+文化IP”的乡村产业规划与运营———以辽宁丹东申子泉云共享农场为例

 基于“互联网+文化IP”的乡村产业规划与运营———以辽宁丹东申子泉云共享农场为例

徐佳慧 张海洋 金禹希 韩文楠 郑瀛

辽东学院理学院 辽宁丹东邮编:118003

摘 要：随着大数据、“互联网+”等信息技术的发展，文旅融合发展日益受到重视，各行各业都积极运用先进的信息技术为行业赋予“智慧”。文化P是乡村产业发展重要的一环。乡村产业的发展需要结合互联网，为乡村振兴提供新的发展形式。该研究采用文献资料法、实地调查和案例分析法，对“互联网+文化IP”背景下申子泉农场规划与运营进行研究。为当下及未来的乡村产业振兴提供思路和借鉴。

关键词：文化IP；互联网；乡村产业振兴；云农场

文化IP特指“一种文化产品之间的连接融合，是有着高辨识度、自带流量、强变现穿透能力、长变现周期的文化符号”[[1]]。是从传统文化中提取具有代表性的文化基因，从而形成具有特色的文化符号[[2]]。在当代文化Ip主要有三大特征，一是文化Ip具有优秀的民族和文化价值及经典的艺术和审美价值；二是顺应国家政策指导弘扬中国优秀传统文化、加强文化自信和民族信心；三是文化Ip普遍拥有较高的大众认知度和认可度。近些年来，文化Ip的产业链日趋完善，更多领域都在融入文化Ip的洪流。

1. 国内外研究现状 

1.1文化IP理论上研究成果

  通过查阅大量的文献资料，归纳总结出关于文化IP的发展现状。发现大多数对于文化IP方面的研究，主要从博物馆文化IP授权、开发运营模式、文化IP价值应用等方面，并取得了一定的成果[[3]]。

2018年,冯倩倩等参考国内外典型博物馆的授权案例,运用文化衍生物开发策略为文化产业发展和文化传播带来广泛影响[[4]]。2021年，张军等人在IP视域下，提出数字文创采用ACG模式、版权分销、复合IP产业链、粉丝经济创收四大运营方法[[5]]。2023年，刘维尚等人将感质理论运用到地域红色文化IP产品设计中，使文化IP产品承载地域文化，传递红色精神[[6]]。

1.2文化IP在实践上创新应用

1.2.1国外

在国际上，文化IP具有80年的发展阶段。最早的文化IP是美国的米老鼠。美国迪士尼公司成为国际文化IP重要的中间力量，囊括了从动画影视消费品、电视授权以及主题乐园很多不同领域。90年代日本动漫产业成型，类似灌篮高手、龙珠、海贼王等动漫IP迅速发展，成为文化产业急先锋。

1.2.2国内

在国内，中国式文化IP从2000年发展至今有20年。在2010年中国经济的强势崛起与中国移动互联网应用的高度渗入的中国经济发展大趋势下，中国式文化IP形成了独特的全球影响力。

科技与数字技术结合文化产业，建设产业创新服务综合体。在产业升级上给原有产业链注入了新的活力。规划使自身产业提质增效，助推乡村振兴[[7]]。浙江省诸暨市大唐镇诸暨袜艺小镇，以袜子为为该镇文化产业IP，提出“重构袜业、重塑大唐”的思路，建设规划袜艺小镇。形成“创意+创新+互联网+资本”的发展模式，实现产业的高质量发展。

2.1项目区概况

  申子泉云共享农场项目区位于丹东元宝区金山镇炮守营村，隶属于丹东鸭绿江水业有限公司，距离市区仅10公里，交通便捷。项目区占地约100亩，其中申子泉水厂占地10亩，其余为山林、农田、道路、水塘、废弃厂房、抗美援朝后期备战电台山洞遗址等。

项目区水资源丰富，拥有丰富的特色矿泉，类型有地下深泉和涌泉两种。深泉已作为工业产品进行了饮用矿泉水的开发，品牌为“申子泉”。申子泉云共享农场项目借力互联网平台，以特色矿泉为契合点，通过多产融合发展的创新模式，将工业、农业、林业、地下空间等进行整体开发建设，提升项目区的综合效益。打造具有识别性和文化代表性的全文化IP,推动乡村产业发展。挖掘乡村文化特色，探寻文旅融合赋能乡村振兴新机制，“互联网+文化IP”的发展新形式在申子泉农场规划与运营中做了有益的尝试。

2.2泉文化IP的选择

   丹东鸭绿江水业有限公司是丹东地区较大的一家从事天然矿泉水、纯净水生产销售与服务的专业公司。该公司自98年成立以来，一直坚持高起点、高标准、重服务的经营理念。拥有独特的天然矿泉水资源，使申子泉矿泉水被广大市民公认为地方名牌产品。

以泉文化作为该项目区的文化IP。将泉水融入景观建造，形成湖山林泉综合一体的格局，依水而居，打造独属于自己的名片。通过多元的形式了解泉水的内涵和价值。让泉文化的历史代代传承，为泉文化IP的打造和推广提供历史基础。对泉文化IP的价值进行综合分析，并运用到规划区的建设与运营。打造独属于申子泉云农场的品牌IP。

2.3泉文化IP在申子泉农场规划中的应用

2.3.1功能与分区

项目区位于丹东市元宝区金山镇炮守营村，距离市区仅10公里，交通便捷。项目区内含“申子泉”矿泉水生产区，林地、农用地、废弃厂房等，共计100余亩。将未利用地结合矿泉水厂区进行综合开发。项目区规划以工业产品矿泉水为契合点，以打造

“健康水文化”的旅游休闲型农场，“云共享”的互联网+运营型农场为目标，以保护自然生态景观和泉文化为基础，结合现有的资源条件适度开发，提高项目区的土地综合效益。

作为周边环境景观较好的地区,将其布置为休闲度假区,这一区域主要以泉文化娱乐设施与民宿为主，可以很好的满足周边居民和游客对于住宿游玩的需求，具有良好的社会价值。以公路为界北部为山体,南部为山体，东部地块划分三级台地,将西北部规划为水文化体验区,主要以湖边垂钓、泉眼景观、泉文化景观和大量绿化景观为主，体现了项目区内文化价值。将第一台地与第三台地作为云共享农业区，结合认养农业，提高规划区内经济效益。将包括申子泉水厂在内的区域规划为水工厂生产区，打造申子泉品牌效益。

2.3.2文化的分区表达

水工厂生产区是泉文化表达的重要区域，主要表现在申子泉水工厂外观的设计及内部的建设。鸭绿江水业有限公司厂房，建筑主要以蓝色基调为主。在水工厂的内部。人们可以参观水生产的每一道工序，了解水生产。水工厂主要以生产桶装水和瓶装矿泉水为主，游客可以观看矿泉水生产的全过程，在生产的矿泉水封面上印刷设计的泉文化IP形象，打造品牌效益，加大宣传，增加IP的品牌价值。                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                            

4.总结

本章研究分析了乡村振兴战略下，基于互联网+文化IP的乡村产业的规划与运营思考。主要从申子泉农场互联网运营与泉文化IP的结合进行了探索。注重发掘地域文化特色，让云农场项目更具文化内涵。利用互联网的数字化、影响力。凭借互联网开放、透明、共享的共性 ,挖掘申子泉农场的地方特色，创建属于自己的泉文化IP，弘扬泉文化，适应时代发展，带动文旅发展，助力乡村振兴。

参考文献

项目名称：申子泉云共享农场项目规划   国家级大创项目

项目编号：202311779030

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