Traditional craftsmanship is a cultural craft that embodies folk wisdom and is a concentrated expression of traditional culture.Traditional crafts are also the most dynamic intangible cultural herit-age,and promoting the construction of traditional craft brands is conducive to the creative transforma-tion and innovative development of traditional culture.A survey on the current situation of traditional craft brands construction was taken along the Yangtze River in Jiangsu Province,and it was found that there are still problems such as lack of institutional guarantees,weak awareness of construction theme responsibility,and brands image being constrained by product quality.In this regard,it is necessary to strengthen top-level design and overall planning,build a multi subject collaborative traditional craft brand construction system and mechanism,and enhance policy support for the construction of tradi-tional craft brands.We should also replace project-based inheritance with branded inheritance,strengthen the sense of responsibility for independent brand building in enterprises,and improve the brand building ability of enterprise leaders.It is advisable to launch the"Traditional Craft Brand Sup-port Program",establishing a proprietary"Jiangsu handmade"traditional craft brand system and di-rectory to enhance the brand influence.Furthermore,we should build a demonstration belt for the re-vitalization of brand industries along the Yangtze River and construct high-level industrial clusters,driving brand construction with industrial revitalization.It s vital to develop industry standards and norms for traditional crafts to protect handmade labor products,promoting standardized brand devel-opment.Finally,we should enrich the cultural connotation of traditional craft brands,innovating brand building paths so as to build new business models for brand construction.
关键词
江苏沿江/传统工艺/品牌建设
Key words
the Yangtze riverside areas of Jiangsu province/traditional crafts/brand construction
维普
万方数据