新媒体视角下面向儿童IP变现模式开发

At present, domestic art parent-child courses are mixed, limited by geographical distribution. For example, Hangzhou, Shanghai and other regions have more diverse forms of art and aesthetic education than other regions, and the number of public basic aesthetic education resources such as art galleries, experience camps, and theaters is more abundant. And the experience is more complete, and there is a real imbalance in aesthetic education resources between regions due to various factors. Through preliminary contact and research, the young parents of post-85s and post-95s pay more attention to their children's art education and spiritual life, hoping that their children can develop in an all-round way in terms of morality, intelligence, physical education, art and labor. Such users are highly receptive to new things and focus on experience. And the use of digital products is relatively sticky.

The first phase of this project will rely on the dual cooperation support of China Academy of Art and Shanghai Muwei Culture Media Co., Ltd., aiming at the target audience, using new media to create and develop aesthetic education courses: "Dinosaur Dad" animation creative show, with the combination of art and animation From a professional perspective, lead parents and children to learn through friendly lecturers, and build high-quality courses in the dimensions of "knowledge", "thinking", "hands-on" and "science popularization", and combine them with more systematic teaching. Daily necessities, let children truly feel the charm of art. In the second stage, with the support of streaming media platforms such as Youku, a more open and interesting short video aesthetic education teaching: KiraKira painting diary, a number of main creators share their daily creations in the form of video Vlogs, with different styles and diverse aesthetics, video The content is easy to understand. Each issue produces new themes, including but not limited to painting sharing, hand-made, cultural and creative product sharing, graphic design, creators' voices, etc., and regularly carries out offline activities to broaden the public's horizons. In this way, it comprehensively breaks through the limitations of time and space, and realizes the multi-dimensional, multi-channel, and multi-means aesthetic education dissemination. Digital technology serves the target population in a more effective and diverse way, improves the quality of aesthetic education, and triggers new economic effects at the same time.

目前国内艺术类亲子课程良莠不齐，受限于地域分布，如杭州、上海等地区较其他地区而言，艺术美育形式更为多元，且诸如美术馆、体验营、剧院等公共基础美育资源数量更丰富且体验更完备，地区之间因多种因素真切存在美育资源不平衡的现象。通过前期接触与调研，85 后-95 后年轻父母群体更关注孩子的艺术教育与精神生活，希望孩子能够在德智体美劳上全面发展，此类用户对新鲜事物对接受度高注重体验，且对数字产品的使用黏性较大。

本项目第一阶段将依托于中国美术学院与上海幕未文化传媒有限公司的双重协作扶持，针对目标受众，运用新媒体手段打造开发美育课程:“恐龙爸爸”动画创意秀，以美术与动画的专业视角，通过具备亲和力的主讲带领家长与孩子学识的方式，在“识物”“思考”“动手”“科普”等维度构筑精品课程，以更加系统性的教学结合身边看得见摸得着的日常用品，让孩子们真切感受艺术的魅力。第二阶段借助优酷等流媒体平台的流量扶持，构筑更具开放性、趣味性的短视频美育教学:KiraKira 绘画日记，多位主创以视频 Vlog 方式分享日常创作，风格各异、审美多元，视频内容通俗易懂。每期产出新主题，包含但不限于绘画分享、手工制作、文创产品分享、平面设计、创作者心声等，定期开展线下活动，开拓大众视野。以此综合性突破时间空间的限制，实现多维度、多渠道、多手段的美育传播，数字技术以更加有效多元的方式服务于目标人群并提高美育质量，同时引发新的经济效应。

视频在线网址：https://www.youku.com/profile/indexuid=UNDE0NTQ4NjY2NA==