The Application of Shen Xiu in the Construction of Cultural and Creative Brands
In response to the problems of serious homogenization of Shen Xiu's works and of"no successor"of Shen Xiu's intangible cultural heritage skills,we discuss the feasibility of the integration of"Shen Xiu intangible cultural heritage+cultural and creative products+brand building",and explore the content of intangible cultural heritage product brand building through the building practice of Shen Xiu cultural and creative brand"Yizhuang Space".It believes that the integration is feasible,which can improve the enthusiasm of young people to inherit Shen Xiu intangible cultural heritage skills,and make Shen Xiu intangible cultural heritage and cultural and creative industry achieve a win-win situation.
Shen Xiuintangible cultural heritagecultural and creative activitiesbrand building
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