传统工艺美术文化品牌化发展策略研究
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摘要
缺少自身经典的品牌及建设品牌的实际行动,让我国传统工艺美术文化发展速度越来越慢,因此,相关部门应积极展开行动,在充分继承的基础上,努力研发和创造具有我国传统特色的工艺美术文化品牌。我国是多民族国家,各个民族在长期发展中,通过不断的演变和文化积淀,为我国孕育了众多宝贵的文化资源,制作了多种多样的传统工艺美术品。本文首先从内部因素和外部因素两个方面分析了影响传统工艺美术文化发展的主要因素,并通过自然淳朴、简单大方、情感诉求、体验感受四个维度,阐述了传统工艺美术文化品牌化发展的主要方向和特点。在此基础上,分别从材质表现、设计观念、设计美学、体验销售等方面,提出了传统工艺美术文化品牌化发展的有效策略。以期能够培育传统工艺美术文化品牌自身独特的产品,进而构成产业链,推动我国传统工艺美术文化行业的长期发展,将我国特色化的传统工艺美术文化品牌与众不同的形象推向全世界。
Lack of its own classic brand and the actual action of brand building makes the development of traditional arts and crafts culture in China slower and slower. Therefore, relevant departments should actively take action to develop and create arts and crafts culture brand with Chinese traditional characteristics on the basis of full inheritance. Our country is a multi-ethnic country. In the long-term development, through continuous evolution and cultural accumulation, various ethnic groups have bred many valuable cultural resources for our country and produced a variety of traditional arts and crafts. Firstly, this paper analyses the main factors affecting the development of traditional arts and crafts culture from both internal and external factors, and expounds the main direction and characteristics of the brand development of traditional arts and crafts culture through four dimensions: natural simplicity, simple and generous, emotional appeal and experience.
Lack of its own classic brand and the actual action of brand building makes the development of traditional arts and crafts culture in China slower and slower. Therefore, relevant departments should actively take action to develop and create arts and crafts culture brand with Chinese traditional characteristics on the basis of full inheritance. Our country is a multi-ethnic country. In the long-term development, through continuous evolution and cultural accumulation, various ethnic groups have bred many valuable cultural resources for our country and produced a variety of traditional arts and crafts. Firstly, this paper analyses the main factors affecting the development of traditional arts and crafts culture from both internal and external factors, and expounds the main direction and characteristics of the brand development of traditional arts and crafts culture through four dimensions: natural simplicity, simple and generous, emotional appeal and experience.
引文
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[2]李倩.品牌的美学:工艺美术品牌保护与发展的日本经验[J].学术评论,2017(06).
[3]董效康.营销模式创新语境下湖南工艺美术品牌建设与传播研究[J].现代营销(下旬刊),2017(09).
[4]徐小宁.浅谈传统工艺美术品牌化构建[J].大众文艺,2016(03).
[5]赵天华.浅谈中国当代工艺美术品牌化发展[J].美术大观,2013(12).