北京冬奥会文创产业传播效果研究——以“冰墩墩”为例
Research on the Communication Effect of Cultural and Creative Industries in Beijing Winter Olympics—Taking “Bing Dwen Dwen” as an Example

文创产业是中国在中国特色社会主义文化背景下的衍生产物，文创产品以传统文化为根基，结合现代流行元素共同构成。北京冬奥会的文创产业以吉祥物“冰墩墩”为出发点，在“双奥之城”的理念下，开创了本土文化独有的多元传播路径。在传播过程中，受众对于“冰墩墩”的喜爱程度也从侧面印证了在“冰墩墩”时代下的冬奥文创具有一定的传播可行性。后奥运时代下的文创产品需要以“冰墩墩”的传播路径作为范本，参考传播方式，让受众以文创产品为载体，更好地投身于中国特色社会主义文化建设中。
Cultural and creative industries are the derivative of China under the cultural background of socialism with Chinese characteristics. Cultural and creative products are based on traditional culture and combined with modern popular elements. With the mascot “Bing Dwen Dwen” as the starting point, the cultural and creative industries of Beijing Winter Olympics have created a unique and diversified communication path of local culture under the concept of “City of Double Olympics”. In the process of communication, the audience’s affection for “Bing Dwen Dwen” also proves from the side that the cultural and creative industries of Winter Olympics in the era of “Bing Dwen Dwen” have certain communication feasibility. Cultural and crea-tive products in the post-Olympic era need to take the communication path of “Bing Dwen Dwen” as the model and refer to the communication mode, so that the audience can better participate in the socialist cultural construction with Chinese characteristics with cultural and creative products as the carrier.