非遗活态传承下畲族银饰创新设计及营销策略探索——以畲族银饰品牌“珍华堂”为例

Innovative Design and Marketing Strategy of SHE Silver Jewelry Based on the Living Inheritance of Intangible Cultural Heritage——Take the SHE Silver Brand “Zhenhuatang” as an Example

非物质文化遗产的活态传承是非遗传承人及相关从业者不断探索的课题,随着社会经济的发展,非遗技艺逐渐淡出人民的日常生活,非遗传承面临新产品开发成本高、设计创新不足、消费受众范围狭窄、宣传营销困难、难以实现经济效益等问题。伴随全面美育的提升,人民对文化创意产品需求愈发强烈,通过非遗创新设计及营销策略更新等手段有助于实现非遗活态传承。文章以畲族非遗活态传承的成功案例——“珍华堂”畲族银饰品牌为视阈,从其创新产品定位、设计策略、生产及营销手段等维度探索非遗传统技艺的活态传承。

The living inheritance of intangible cultural heritage is a subject constantly explored by intangible cultural heritage inheritors and relevant practitioners. With the development of social economy, intangible cultural heritage skills gradually fade out of people’s daily life. Intangible cultural heritage inheritance is faced with problems such as high cost of new product development, insufficient design innovation, narrow consumer audience, difficult publicity and marketing, and difficult to achieve economic benefits. With the improvement of comprehensive aesthetic education, people’s demand for cultural and creative products is becoming stronger and stronger. It is helpful to realize the living inheritance of intangible cultural heritage by means of intangible cultural heritage innovative design and marketing strategy update. Based on the successful case of the living inheritance of SHE intangible cultural heritage——“zhenhuatang” SHE silver jewelry brand, this paper explores the living inheritance of the traditional skills of SHE intangible cultural heritage from the dimensions of its innovative product positioning, design strategy, production and marketing means.