传统手工艺发展的当代困境与时尚化升级路径

The Contemporary Dilemma and the Fashion Upgrade Path of the Development of Traditional Handicrafts

随着时尚文化消费日益高涨,传统手工艺融入现代生活并实现时尚化升级,是其焕新的重要途径。针对活态性的传统手工艺生态面对现代化工业生产规制化、效率化生产的冲击,基于传统手工艺与时尚的内外部联系,总结出“消费主导”、“生产主导”、“政府主导”三种发展模式,不同定位的传统手工艺品适用于不同的发展模式,进而提出深化文化理念与表达、提升产品综合价值、升级品牌经营维护、搭建生产协作平台、打破边界的立体营销等具体提升策略。

With the increasing consumption of fashion culture,incorporating traditional handicraft into modern life and realizing its fashion upgrade is an important way for its renewal.In view of the pinch that living traditional handicraft ecology faces from the regulated and efficient production of modern industrial production,and based on the internal and external relations between traditional handicrafts and fashion,this paper summarizes three development modes of"consumption-led","production-led"and"governmentled".Traditional handicrafts with different positioning are suitable for different development modes.Furthermore,it puts forward some specific promotion strategies,such as deepening the cultural concept and expression,enhancing the comprehensive value of products,upgrading the brand management and maintenance,building production cooperation platforms,and three-dimensional marketing that breaks boundaries.