Analysis of the shaping and dissemination path of traditional handicraft regional brands——Taking"Shandong Handmade"as an example
Traditional handicrafts are an important component of Chinese culture.Cultural soft power has a profound meaning in shaping a country's national image,and cultural confidence is increasingly related to the future development of the country.Creating a regional brand for traditional handicrafts is not only a necessity for cultural development,but also a necessary part of urban and national brand building.This article takes"Shan-dong Handicraft"as an example to explore the implementation path of local governments leading the construc-tion of traditional handicraft regional brands in the current pattern of relying mainly on individual strength to develop handicrafts.The government has completed the initial construction of the brand by organizing various sports events,constructing exhibition venue spaces,and integrating multiple channels of communication.At the same time,it also reveals that there is still a clear problem of audience,space,and field separation in the dissemination.Therefore,based on the CIS system theory,it is recommended to shape and disseminate the brand from three levels:visual,behavioral,and conceptual,so as to achieve a progressive path of brand iden-tity for the public,which includes"visual perception","hand experience",and"heart response".
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