生产性保护视角下胶东民间手工艺品牌化运营研究——以莱州草编为例

Research of Branding Operations of Folk Crafts in Eastern Shandong from the Perspective of Productive Preservation:A Case Study of Laizhou Straw Plaiting

品牌化是民间手工艺发展的有效手段。当前,工业化的飞速发展、生活方式的转变以及文化自信的缺失等,都使得民间手工艺遭受重创。本文在生产性保护视角下,分析胶东民间手工艺的发展现状,探讨品牌化运营的意义及其路径,以期让胶东民间手工艺在活态的保护与传承中得到创新性的发展。

Branding is an effective way in developing traditional crafts, which has been considerably undermined by fast-growing industrialization, changing lifestyles and lacking of cultural confidence. This paper analyzes the current situation of folk crafts in eastern Shandong province, and discusses the significance of branding operations and approaches to this end from the perspective of productive preservation, hoping that crafts will gain an innovative growth through active preservation and inheritance.