乡村文化振兴语境下贫困地区传统工艺品牌营造路径研究--以湘西传统印染工艺为例

Path to Brand Building of Traditional Crafts in Poor Areas in the Context of Rural Cultural Revitalization--A Case Study of Traditional Printing and Dyeing Process in Western Hunan Province

在乡村文化振兴视角下,以湘西传统印染工艺为案例,探索传统工艺品牌营造的路径。研究发现,湘西各贫困县要充分利用自身文化资源优势转化地方品牌,进一步从品牌文化建设、品牌主体培育、品牌推广、跨界运营、一二三产业链协同升级等方面提质发展。基于路径研究,识别出贫困地区传统工艺品牌营造具备区域公用品牌、农耕文化、全域旅游、数字农工生态品牌的特征。

From the perspective of the rural cultural revitalization,this paper conducts a case study on the traditional printing and dyeing process in western Hunan Province to explore the path design for brand building of traditional craft.It is suggested that the poor counties in western H unan should make full use of their cultural resources to upgrade the local brands,and improve their quality in terms of brand culture construction,brand development,brand promotion,cross-border operation,and the coordinated upgrading of the primary,the secondary and the tertiary industrial chains.Based on the path research,the paper points out that the brand building of traditional crafts in poor areas is characterized by features such as regional public brand,agricultural culture,all-for-one tourism,as well as digital agro-industrial and ecological brand.