基于社群经济的文创产业品牌发展研究——兼论传统手工艺的当代传承

Research on Brand Development of Cultural and Creative Industry Based on Community Economy——On the Contemporary Inheritance of Traditional Handicrafts

手工艺文创是文创产业的新型业态之一,具有产品和服务多样化的特点,除了提供具体的手工艺文创产品外,还提供手工艺技艺体验和技艺培训的服务型产品,并承担起手工艺活态传承的社会功能。新媒体平台的兴起催生了更多的互联网社群,伴随支付功能的普及,社群经济爆发出更大的市场潜力。手工艺文创产品的符号功能和象征意义大于一般的文创产品,更容易形成社群聚合力和忠诚度。因此,基于社群经济背景,探讨手工艺文创品牌的社群化发展模式,能够为我国传统手工艺的当代传承提供新思路和新模式。

As one of the new types of cultural and creative industries, handicraft and cultural innovation are characterized by diversified products and services. In addition to providing specific handicraft and cultural innovation products, they also provide service products of handicraft experience and skill training, and assume the social function of inheritance of handicraft.The rise of new media platforms has given birth to more Internet communities. With the popularization of the payment function, the community economy has exploded with greater market potential.The symbolic function and symbolic significance of handmade cultural and creative products are greater than that of general cultural and creative products, and it is easier to form community cohesion and loyalty.Therefore, based on the background of community economy, this paper discusses the community development model of handicraft cultural and creative brands, which can provide new ideas and models for the contemporary inheritance of traditional handicrafts in China.