以淮阳非物质文化遗产“泥泥狗”为例,指出其具有很高的艺术、文化和考古价值,强调保护和传承民族文化并在传承的基础上进行创新对提高市场和经济效益具有重要意义,在该前提下对淮阳“泥泥狗”实施深度商品开发的必要性进行了分析,指出这既是旅游开发的需要,也是“泥泥狗”自身发展的需要.通过大量调研,对“泥泥狗”旅游商品设计开发进行了商品定位；将目标人群分为对传统文化感兴趣、游客、儿童3类进行定位；对消费者心理进行调查和研究,进而提出了“泥泥狗”的设计方向,强调应通过形象识别设计树立品牌形象、通过创意产品设计开拓新的思路、通过产品组合设计扩展产品销路.以期为“泥泥狗”的旅游商品开发提供设计与发展方向.%Nini Dog of Huaiyang County, one of the provincial-level intangible cultural heritages of Henan, has high artistic, cultural and archaeological value. It was proposed that the protection and inheritance of national cultures, as well as innovation based on the inheritance are of gnat significance to improve the marketing and economic efficiency of these cultures. On this basis, the necessity of further development of Nini Dog commodities was analyzed, which is not only the need of tourism development but also that of its own development. This study through full investigation gave the orientation of Nini Dog commodities, potential consumers were classified into 3 groups: people interested in traditional cultures . Tourists and children; consumer psychology was analyzed and then design orientation of Nini Dog was proposed, it was stressed that identity design hould be enhanced to establish brands, creative commodity design promoted to explore new development thoughts, and composite design eneouraged to expand the market. By doing this, the study aims at providing design and development guidance for the future development of Nini Dog commodities.
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