王惠敏 赖莉莉

摘  要：新时代大学生的创新创业训练日益受到国家关注，高校的学生培养计划中创新创业训练成为不可或缺的项目。校园文创产品的开发与设计迎来了发展的黄金时代，校园文创产品的种类和数量越来越多，而且精品设计意识日趋明显，已经推出的文创产品深受广大师生的喜爱。查阅近五年校园文创产品的开发与设计情况，发现依然存在思路格局狭隘、品牌特色凸显不足、艺术内涵肤浅、管理制度松散等诸多问题，针对这些问题，提出了开拓思路、坚持创新、内涵优先等相应策略，以此来逐步完善大学生校园文创产品的开发与设计问题。

关键词：大学生创业训练;校园文创产品;开发与设计

中图分类号：G640        文献标志码：A          文章编号：2096-000X（2021）17-0040-04

Abstract： The innovation and entrepreneurship training of college students in the new era has been paid more and more attention by the state. The innovation and entrepreneurship training has become an indispensable item in the student training plan of colleges and universities. The development and design of cultural and creative products on campus have ushered in a golden age of development. There are more and more types and quantities of cultural and creative products on campus， and the awareness of high-quality design is increasingly obvious. The cultural and creative products that have been launched are deeply loved by teachers and students. Through consulting the development and design of campus cultural and creative products in the past five years， we find that there are still many problems， such as narrow thinking pattern， insufficient prominent brand characteristics， superficial artistic connotation， loose management system and so on. In view of these problems， we put forward the corresponding strategies of developing ideas， insisting on innovation， connotation first in order to gradually improve the development and design of college students' campus cultural and creative products.

Keywords： college students entrepreneurship training; campus cultural and creative products; development and design

2020年10月29日，中国共产党第十九届中央委员会第五次全体會议通过了《中共中央关于制定国民经济和社会发展第十四个五年规划和二〇三五年基本实现社会主义现代化远景目标的建议》[1]。二〇三五年基本实现社会主义现代化远景目标，要把我国建成文化强国、教育强国、人才强国、体育强国、健康中国;“十四五”时期经济社会发展指导思想和必须遵循的原则强调，以推动高质量发展为主题，以深化供给侧结构性改革为主线，以改革创新为根本动力，以满足人民日益增长的美好生活需要为根本目的。

随着社会经济与科技的快速发展，人民生活水平日益提高，越来越多的人喜爱收藏一些纪念品。……