文创产品避免“同质化”现象的方法: 以海宁为例

After lucubrating the similarity of cultural creative products, this research believed that it is impossible to avoid the problem of similarity in cultural creative product absolutely. However, the paper deemed it is probable to reduce the similarity degree by means of applying on unique cultural icons, dealing with the details, telling the hidden stories, constructing variated brand, trying art licensing, paying attention to package design, providing special service. The results of this thesis are reliable for the research is formed through practice. Besides, the research contributes to the Department of Tourism Development of Haining City, for the paper used Haining as an example.