Research on the Development of Cultural and Creative Derivatives of Oroqen Birch Bark Paper-Cutting and College Students’ Entrepreneurial Practice

Abstract

The orroqen birch bark paper cutting is a unique intangible cultural heritage (ICH) skills of the northern hunting ethnic group. It not only cuts creatures in the mountains, but also shows their reverence for nature, belief in totems, and memory of hunting life. There is promotion on ICH revitalization, the cultural and creative industry, and national policies encourage college students' entrepreneurship. Transforming birch bark paper-cutting into cultural and creative derivatives combining with college students' entrepreneurship is exploring a new way of ICH inheritance. Based on literature research method, questionnaire survey method, and case analysis method clarify the history, artistic features, and current inheritance difficulty of birch bark paper-cutting; based on the basic theories of cultural and creative development analyze consumers' awareness of it, purchase intention, category preference, and price acceptance through a market questionnaire; try to combine cultural and creative development with entrepreneurship form a college student entrepreneurial team study strategies from four directions–creative design, product series planning, brand building, and multi-channel marketing produce samples such as decorative paintings, birch bark notebooks, totem playing cards carry out an effect evaluation. Conclusion that birch bark paper-cutting cultural and creative products have market potential, college student entrepreneurial teams can realize ICH revitalization via creativity and new media operations, but they still need cooperation with ICH inheritors and local cultural tourism improve the product system and brand building achieve a win-win-win result between cultural inheritance, cultural and creative industry, and student entrepreneurship.