Research on the Cultural IP Construction and Communication Strategy of Intangible Cultural Heritage Hmong Ancient Songs

Abstract

Hmong ancient songs, also known as the Hmong creation epics, are the intangible cultural heritage of the oral narration of the Miao nationality. In contemporary times, the Cultural Heritage Environment on which the intangible cultural heritage depends gradually collapses. The dissemination and inheritance of its cultural value have become an urgent task for the protection of intangible cultural sites. For the Hmong ancient songs, conforming to the requirements of the development of the times is the only way to its inheritance and development. In recent years, cultural IP construction and industrial development have become the main forms of Chinese cultural communication and economic development. Based on the IP communication design, this paper aims to build the Miao epic into a popular, high-profile and loyal symbol IP through the strategies of cross media transformation, super symbol IP ecological tree construction and superhero construction. And through the content, realization and extension, establish the industrialization system of Miao epic, and link the derivative mass cultural creative products with the whole industrial chain. It is an effective way to realize the value transformation of Miao epic and the spread of Miao culture.