丝绸文化在丝绸品牌建设中的传承与创新

Inheritance and Innovation of Silk Culture in Silk Brand Building

分析了丝绸文化内涵,丝绸是中国古老文化的象征,传承了东方的内敛与含蓄,具有极高的文化内涵和历史价值。丝绸文化是民族的文化,是社会历史的积淀物。探讨了中国丝绸品牌建设的现状和对策,认为中国丝绸为了摆脱在国际上"为人作嫁衣"的境地,应立足丝绸企业实际情况,将丝绸文化融入丝绸品牌建设中,以传承为理念,以创新为灵魂,将传统与时尚有机融合,完善丝绸品牌的整体形象,增强品牌的核心竞争力。对丝绸文化进行传承与创新,丝绸品牌服装既要传承中国古老的丝绸文化,也要体现现代的设计风格,赋予丝绸品牌更深的艺术内涵,对提升品牌的商业价值有深远的意义。

This paper analyzes the cultural connotation of silk. Silk is the symbol of ancient Chinese culture, which inherits the eastern restraining and connotation and has extremely high cultural connotations and historical value. Silk culture is a national culture as well as a precipitate of social history. This paper discusses the status quo and countermeasures of silk brand building in China and considers that Chinese silk should integrate silk culture into silk brand building based on the practical situation of silk enterprises and organically combine tradition and fashion with inheritance as the concept and innovation as the soul, improve the overall image of silk brand and enhance the core competitiveness of brand in order to get rid of the situation of ＂making bottom drawer for others＂ internationally. For inheritance and innovation of silk culture, silk clothing should inherit ancient Chinese silk culture and meanwhile reflect the modern design style, provide silk brands with deeper artistic connotations and have profound significance for improving the commercial value of brand.