摘要
以日本京都传统手工艺代表品牌西阵织作为研究案例,阐述了西阵织在十余年的品牌活化和进化过程中,合理运用现代技术和素材,推出许多技术含量高、工艺先进、设计新颖的创新产品。这些产品和日本地域文化气韵相符,和现代人生活相匹配,形成了属于本土独特的气质和风格。通过在时尚潮流中活化和进化、国际化路线中品牌营销运作和宣传,全方位发掘产品、品牌和用户的连接点,达到品牌价值的最大化,在产业、经济、文化发展中彰显出持续发展的态势。
The traditional representative brand of handcraft in Kyoto,Japan-Nishijin textile was taken as the research object to expound the launch of many innovative products with high technical content,advanced technology and novel design by the rational use of modern technology and materials in the process of brand activation and evolution over the past ten years.The products conforming to the charm of Japanese regional culture and matching with the modern life formed a unique temperament and style belonging to the local people.Through the activation and evolution in the fashion trend,the brand marketing operation and propaganda in the internationalization route,the connection points of the product,the brand and users were overall mined to maximize the brand value.The sustainable development trend in the development of industry,economy and culture was demonstrated.
作者
郑朝辉
ZHENG Zhaohui(Art Design College,Zhejiang Gongshang University,Hangzhou 310018,China)
出处
《丝绸》
CAS
CSCD
北大核心
2020年第6期104-107,共4页
Journal of Silk
基金
浙江省哲学社会科学规划重点课题项目(15NDJC020Z)。
关键词
西阵织
手工艺
活化
品牌
京都
Nishijin textile
handicraft
activation
brand
Kyoto
作者简介
郑朝辉(1966-),女,教授,主要从事品牌传播与策划的研究。
