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文化资源产业开发研究的前提之一是基于对当下消费市场的特点和发展趋势的掌握。目前,全球消费越来越呈现出“符号化”的特点,在此背景下,本文尝试从符号消费理论出发,归纳“老上海月份牌”的符号特征并对其符号产品的开发进行初步探讨。这是对作为海派文化符号的月份牌年画契合经济发展趋势的产业开发的探索,也是对如何更好地传承、发扬月份牌文化的有益思考。
One of the prerequisites for the development of cultural resources industry is based on the characteristics of the current consumer market and the development trend of mastery. At present, global consumption is more and more characterized by “symbolization ”. Against this background, this paper tries to summarize the symbolic features of “old Shanghai month ’’ s card ” from the theory of symbol consumption and make the development of its symbolic product Preliminary discussion. This is an exploration of industrial development that is in line with the trend of economic development as the symbol of Shanghai culture and also a useful reflection on how to better inherit and promote the culture of the month.