扎染产业高附加值转型策略——以云南大理周城村为例
Transformation Strategies for High Value-Added Batik Industry:Taking Zhoucheng Village in Dali,Yunnan as an Example
王雅如 1王云 1谭颖1
作者信息
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.
Abstract
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.
关键词
扎染/非物质文化遗产/低价竞争/高附加值/品牌化Key words
batik/intangible cultural heritage/low-cost competition/high value-added/branding引用本文复制引用
出版年
2024
NETL
NSTL
万方数据