Analysis on the Integration and Innovation of Chinese Traditional Auspicious Culture IP Brand and Cultural and Creative Derivatives Design

Abstract

The largest cultural creativity in China comes from the heritage of thousands of years of traditional culture, and is also the DNA of national culture. The auspicious image of auspicious patterns in "Chinese auspicious culture", hereinafter referred to as "auspicious culture", is deeply rooted in traditional culture. After thousands of years of evolution and precipitation, its auspicious implication can more fully express the Chinese people's yearning for a better life and their faith and confidence in Chinese culture. In the current era of development, national cultural confidence has a more positive impact on the development of the "auspicious cultural IP" project. This paper analyzes the whole process of teaching research on the development of the "auspicious cultural IP" project, teaching practice, commercial IP brand building, commercial IP licensing cooperation, and cultural and creative derivative design based on the school-enterprise cooperation and industry-teaching integration model.