非物质文化遗产的传承发展与品牌建设探析--以土家族刺绣为例

Analysis on Inheritance and Development of Intangible Cultural Heritage and Brand Building:Taking Tujia Embroidery as an Example

品牌形象作为消费者对品牌的评价与认知,是一种具有识别性与排他性的符号。随着市场经济发展,品牌化有利于传统手工艺非物质文化遗产的传播与发展。以土家族刺绣为研究主体,从“非遗传承发展”的视角,运用多学科理论,研究探索传统手工艺非物质文化遗产“土家族刺绣”活态化传承,需接收现代社会中品牌建设理念与模式,探索适合自身品牌发展新路径,从而促进传统手工艺非物质文化遗产的多元化发展。同时立足于张家界文旅产业实际情况并结合现代刺绣产品发展需求,采取发展原创自主品牌、使用多元化的销售模式、提炼优秀的土家族文化元素来探索土家族刺绣的未来发展道路。

Brand image,as a consumer's evaluation and cognition of a brand,is a recognizable and exclusive symbol.With the development of the market economy,branding is conducive to the dissemination and development of intangible cultural heritage of traditional handicrafts.The research takes Tujia embroidery as the main body of research,from the perspective of"non-genetic inheritance and development",using multidisciplinary theory,research and exploration of traditional handicrafts and intangible cultural heritage.The mode explores a new path suitable for the development of its own brand,thereby promoting the diversified development of the intangible cultural heritage of traditional handicrafts.At the same time,based on the actual situation of Zhangjiajie's cultural tourism industry and combined with the development needs of modern embroidery products,it adopts the development of original independent brands,the use of diversified sales modes,and the extraction of outstanding Tujia cultural elements to explore the future development path of Tujia embroidery.