本文關鍵詞：中國民間印花傳統(tǒng)技藝創(chuàng)新品牌建立與推廣研究　出處：《魯東大學》2017年碩士論文　論文類型：學位論文

  更多相關文章： 印花技藝 商業(yè)模式 營銷推廣

【摘要】：中國民間印花傳統(tǒng)技藝起源于對織物的裝飾,是我國傳統(tǒng)民間工藝品,有古老而悠久的歷史,中國民間印花傳統(tǒng)技藝具有濃郁地方特色、飽含著樸素的民族氣息。本文著重論述中國民間印花傳統(tǒng)技藝的文化價值、品牌價值,品牌核心價值與當下需要的同異分析及對當下中國民間印花技藝品牌跨產(chǎn)業(yè)的商業(yè)模式的可行性分析。從中國生產(chǎn)力發(fā)展角度、中國文化傳承角度、中國傳統(tǒng)紋飾象征角度、中國民間色彩發(fā)展角度,對中國民間印花傳統(tǒng)技藝的文化價值做全面地理解與研究,從而剖析中國民間印花傳統(tǒng)技藝所蘊含的文獻性技藝價值、載體性人文價值、視覺符號學價值、美學價值。面對現(xiàn)代社會的高速發(fā)展,大眾消費水平不斷提高,怎樣繼承并重新挖掘中國民間印花傳統(tǒng)技藝品牌歷史傳承自然形成的品牌價值,探討品牌自身的人文價值與當下品牌核心對接關系,如何通過現(xiàn)代品牌建立與推廣的方式更好地將中國民間印花傳統(tǒng)技藝融入現(xiàn)代人的生活中去,才是保護中國民間印花傳統(tǒng)技藝的方式,這些是本篇論文的的主要內容。本文通過文獻資料法和田野考察的研究方法,針對品牌在民間藍印花布制作技藝的傳承與演變過程中存在的發(fā)展問題,提出了創(chuàng)新品牌建立與推廣,總結出跨產(chǎn)業(yè)的商業(yè)模式建立、營銷推廣策略及當下應用領域的研究的方式方法。還將對中國民間印花傳統(tǒng)技藝跨產(chǎn)業(yè)的商業(yè)模式從宏觀角度提出一些創(chuàng)新的設計參考,其他中國民間傳統(tǒng)技藝的品牌建立也可以復制、參考使用。中國民間印花傳統(tǒng)技藝潛質未來發(fā)展空間巨大。本論文的創(chuàng)新點主要是建立在藝術學、民藝學與傳播學學科的交叉研究基礎上,提出了民藝品牌當下建立建設與發(fā)展的可能性與可行性研究觀點,對民間藍印花布制作技藝的傳承與演變影響等方面進行了梳理,拓展了原來對于中國民間印花傳統(tǒng)技藝的理解,將中國民間印花傳統(tǒng)技藝的文化價值與品牌建立與推廣研究緊密結合起來,探討以中國民間印花傳統(tǒng)技藝的材質、手工工藝、紋飾、色彩等作為基礎元素拓展到其他商業(yè)領域的可行性,在查閱大量文獻資料和調研的基礎上,提出跨產(chǎn)業(yè)商業(yè)模式可行性的方法,使理論研究更具有實踐意義和社會影響力。從而使中國民間印花傳統(tǒng)技藝的文化價值具有現(xiàn)實的指導性意義。使人們對中國民間印花傳統(tǒng)技藝重新認識并產(chǎn)生興趣,逐步了解中國民間印花傳統(tǒng)技藝的文化內涵,使中國民間印花傳統(tǒng)技藝走入更多的普通家庭中,裝點人們日常生活,使傳統(tǒng)文化得到更好地傳承。
[Abstract]:Chinese traditional folk printing technology originated from the decoration of fabric, is our traditional folk handicraft, has an ancient and long history, Chinese folk printing traditional technology has rich local characteristics. This paper focuses on the cultural value and brand value of traditional Chinese folk printing techniques. The similarities and differences between the core value of the brand and the current needs, and the feasibility analysis of the cross-industry business model of the current Chinese folk printing technology brand. From the perspective of the development of Chinese productivity, the perspective of Chinese cultural heritage. From the perspective of symbol of Chinese traditional decoration and the development of Chinese folk color, the cultural value of traditional Chinese folk printing technique is fully understood and studied. In order to analyze the traditional Chinese folk printing technology contained in the value of literature, carrier humanistic value, visual semiotics value, aesthetic value. Facing the rapid development of modern society, the level of mass consumption has been improved. How to inherit and re-excavate the traditional Chinese folk printing technology brand history heritage of the natural formation of brand value, explore the humanistic value of the brand and the core of the current brand docking relationship. How to better integrate the traditional Chinese folk printing techniques into modern life through the establishment and promotion of modern brands is the way to protect the traditional Chinese folk printing skills. These are the main contents of this paper. Through the method of literature and field investigation, this paper aims at the development of the brand in the process of inheritance and evolution of folk blue printed fabric production technology. Proposed the establishment and promotion of innovative brands, summed up the establishment of cross-industry business model. Marketing promotion strategy and the current research methods and methods in the field of application. It will also provide some innovative design reference for the cross-industry business model of traditional Chinese folk printing technology from the macro point of view. Other Chinese folk traditional technology brand establishment can also be copied, reference use. Chinese folk printing traditional technology potential in the future development space is huge. The innovation of this paper is mainly based on art. On the basis of the cross-research of the subject of folk art and communication, this paper puts forward the possibility and feasibility of the construction and development of folk art brand. To the folk blue printed fabric production technology inheritance and evolution of the impact of combing, expanding the original understanding of the traditional Chinese folk printing technology. The cultural value of traditional Chinese folk printing technology is closely combined with the research of brand establishment and promotion, and the material, handicraft and decoration of traditional Chinese folk printing technology are discussed. Color as a basic element to expand into other commercial fields of feasibility, in the review of a large number of literature and research on the basis of cross-industry business model feasibility method. The theoretical research has practical significance and social influence, so that the cultural value of the traditional Chinese folk printing technology has practical guiding significance, and people can reunderstand and develop the traditional Chinese folk printing technology. Interesting. Gradually understand the cultural connotation of Chinese folk printing traditional skills, make Chinese folk printing traditional skills into more ordinary families, decorate people's daily life, so that the traditional culture is better passed on.
【學位授予單位】：魯東大學
【學位級別】：碩士
【學位授予年份】：2017
【分類號】：J523

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本文編號：1356638