“互联网+”背景下文化产品推动传统文化的传承与创新——以“国潮”产品的消费热潮为例
Under the Background of “Internet+”, Cultural Products Promote the Inheritance and Innovation of Traditional Culture—Taking the Consumption Boom of “Guochao” Products as an Example

近年来，部分带有中国传统文化元素与内涵的“国潮”产品掀起消费热潮。在“互联网+”背景下的文化产品在实现经济效益的同时兼顾文化效益，能够推动传统文化的传承与创新，具有丰富传统文化的传播途径、推动传统文化传承保护、助推文化产业转型升级等意义，同时在产品设计、产品质量、营销方式等环节存在部分问题。通过从消费者、生产者、外部政策三方面对“国潮”产品掀起消费热潮的原因进行探究，从而得出“互联网+”背景下文化产品对传统文化传承创新的策略。
In recent years, some “national tide” products with Chinese traditional cultural elements and connotations have set off a consumption boom. Cultural products under the background of “Internet+” can realize economic benefits while taking into account cultural benefits, which can promote the inheritance and innovation of traditional culture, enrich the transmission channels of traditional culture, promote the inheritance and protection of traditional culture, and promote the transformation and upgrading of cultural industry. At the same time, there are some problems with product design, product quality, marketing methods and other links. By exploring the reasons for the consumption boom of “national tide” products from the three aspects of consumers, producers and external policies, the paper concludes the strategy of cultural products’ inheritance and innovation of traditional culture under the background of “Internet+”.