文化产业语境中民间工艺产业的细分市场

Analysis on Market Segmentation of Folk Handicraft Industry in the Context of Cultural Industry

文化产业勃兴背景下,民间工艺产业化为民间工艺的保护、传承与发展提供了新的思路与空间,有助于提升我国文化产业的民族文化内涵和产业竞争力,满足民众日益增长的物质文化消费需求。文化产业语境中,根据民间工艺的自身属性和市场需求状况,民间工艺产业主要面临日用工艺品市场、礼品市场、旅游商品市场、环境艺术品市场及投资收藏品市场等五个细分市场。增强市场开发意识,拓展民间工艺产业的市场空间,掌握当前民间工艺产业的细分市场需求状况,是实现民间工艺产业产销协调的前提和基础。

Under the background of cultural industry,the industrialization of folk handicrafts not only pro- vides a new path to protect and inherit folk handicrafts,but also helps to promote the cultural connotation and competitiveness of China＇s cultural industry,and meet people＇s growing demands in material and cuhur- al consumption. According to the attributes and market demands of folk handicrafts,the market segmentation of folk craft industry can mainly be divided into five parts,namely,daily craft market,gift market,tourism commodity market,environmental art market and investable collection market. To achieve coordination between production and sales,we should enhance the awareness of market development,expand the market space,and manage the current market demand of folk craft.