摘要
在非物质文化遗产面临继承危机的背景下,国家通过扶持和产业化形式重新激发其活力,然而这一过程也带来了低价竞争危机。文章探讨了周城扎染产业的发展现状,分析了低价竞争对其传统技艺和文化底蕴所带来的影响。基于此,提出了通过品牌化运作和增加产品附加值,以实现该产业可持续发展的策略建议。为实现上述目标,需要制定全面的品牌化发展策略,包括市场调研、产品创新和实施品牌化策略。
Against the backdrop of the crisis facing intangible cultural heritage inheritance,the state has revitalized its vitality through support and industrialization.However,this process has also brought about a crisis of low-cost competition.This paper explores the current development status of the batik industry in Zhoucheng and analyzes the impact of low-cost competition on its traditional craftsmanship and cultural heritage.Based on this analysis,it proposes strategies for sustainable development of the industry through branding operations and increasing product value-added.Achieving these goals necessitates comprehensive development strategies for branding,including market research,product innovation,and the implementation of branding strategies.
作者
王雅如
王云
谭颖
WANG Yaru;WANG Yun;TAN Ying(Yunnan Nationalities University,Kunming 650504,China)
出处
《西部皮革》
2024年第12期21-23,共3页
West Leather
关键词
扎染
非物质文化遗产
低价竞争
高附加值
品牌化
batik
intangible cultural heritage
low-cost competition
high value-added
branding
作者简介
第一作者:王雅如(1997-),女,云南民族大学硕士研究生,研究方向为中国少数民族艺术文化产业管理。
