APP Design for Traditional Culture Inheritance in Mobile Internet Era –Taking Cultural Dissemination APP “Red” as an Example
Fan Rong

Abstract
Excellent traditional culture is the soft power of a nation or a country; if a country wants to be strong, its soft power in the international competition is of great importance. A country which wants to have strong soft power needs to develop its culture, and the development of culture is the mining and inheritance of traditional culture at the first place. However, in the background of digital era, with the social development trend of culture diversification, entertainment diversity, and time fragmentation, traditional culture is losing its soil of heritage and development and facing the survival crisis. In the face of a new pattern of the Internet development and being committed to traditional culture inheritance and dissemination, it is needed for people to explore the effective ways of cultural communication and interaction in which the younger generation who grow along with the mobile Internet era so as to heritage and carry forward the traditional culture digitally. Based on carrying forward the Chinese traditional South Red Culture, this paper takes the digital heritance of Chinese traditional South Red culture as the entry point, and the culture education APP "Red" as the case practice which is based on intelligent mobile terminal platform, so as to explore a way suitable for the traditional culture inheritance APP design aiming at the psychological characteristics of young audience in the current mobile Internet era.

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