乡村振兴视角下贵州省少数民族非遗产品的品牌建设探讨--以苗族银饰为例

Discussion on the Brand Construction of Ethnic Minority Intangible Cultural Heritage Products in Guizhou Province from the Perspective of Rural Revitalization--A Case Study of Silver Ornaments of Miao Nationality

贵州省少数民族非物质文化遗产丰富,随着社会经济的发展,在非遗文化影响下培育的非遗产品独具少数民族文化特色,受新冠疫情影响,少数民族地区非遗产品销售受阻。为了更好地带领少数民族地区人民脱贫,本文以非遗产品苗族银饰为例,研究现阶段苗族银饰在品牌建设阶段的劣势,并基于乡村振兴视角,剖析苗族银饰在品牌建设过程中存在的问题。在互联网背景下,本文对苗族银饰品牌建设提供对策,以期促进少数民族非遗产品的高质量发展。

Guizhou Province is rich in intangible cultural heritage of ethnic minorities.With the development of society and economy,intangible cultural heritage products cultivated under the infl uence of intangible cultural heritage have unique ethnic minority cultural characteristics,and the impact of COVID-19 has hindered the sales of intangible cultural heritage products in ethnic minority areas.In order to better lead people in minority areas out of poverty,taking Miao nationality silver ornaments as an example,this paper studies the Miao silver disadvantages in the brand construction stage at present,and based on the rural revitalization,it does analysis of Miao silver ornaments’existing problems.Under the background of the Internet,countermeasures are provided for the brand construction of Miao nationality silver ornaments in order to promote the high-quality development of minority intangible cultural heritage products.