Research on Creative Derivative Creation and Brand Operation Strategy of Terracotta Army Cultural Heritage from the Perspective of Cultural Renaissance

Abstract

The Qin Terracotta Army Culture is one of the “rich ores” of Shaanxi culture, which is a symbolic visiting card for Shaanxi's historical tourism resources, and it is a world-famous landmark in the Chinese cultural heritages, its cultural derivative market is mainly based on imitation for a long time, and lack innovative product development, under the times background that China proposes cultural renaissance, the Shaanxi provincial government proposes to contribute to "Shaanxi Power" for the development of the Belt and Road, under this historical node, the status of the Qin Terracotta Army culture and its surrounding art derivative product format is studied, the experience is summarized, and creative elements and shapes are extracted, the application level and innovative creation level of the cultural symbols of the Terracotta Army are enhanced, the availability of historical, cultural, artistic resources in various cultural and creative products is improved, the nationality and originality of design are raised, explore how to use the new path of brand operation, the innovative design as an breakthrough, through project design and tentative marketing, promote the format adjustment of the Terracotta Army and its surrounding cultural and artistic derivatives, moreover, the theory and empirical basis are explored for commercial operation of derivatives related to traditional cultural resources in the future, and brand development research.