湖南滩头年画市场发展路径研究

Research on the Market Development Path of Hunan's Tantou New Year Paintings

湖南滩头年画是一种具有地方特色的民间艺术,随着社会的变迁和市场经济的快速发展,滩头年画面临濒危的局面。叙述滩头年画市场发展的轨迹,分析其市场发展中存在家庭作坊模式的局限性、继承者和传承者日渐匮乏、作品缺乏创新等问题,解决这些问题需要滩头年画科学定位目标市场、年画的普及教育、突破人才的瓶颈、进行品牌打造以及丰富传播手段。

Tantou New Year Paintings of Hunan Province is a kind of folk art with local characteristics.With the transition of society and the development of market economy,New Year Paintings is faced with an endangered situation.This paper describes the development of the market,and analyzes its existing problems in the marketization development,which includes the limitation of the family workshop mode,the gradual scarcity of successors and inheritors,and the lack of innovation in the works.In order to solve these problems,we need to locate the target market scientifically,popularize the New Year Paintings,break through the bottleneck of talent,build the brand,and enrich the means of communication.