数字化时代下非遗手工艺的跨界融合研究——以广西芒竹编工艺为例

Research on the Cross-Border Integration of Intangible Cultural Heritage Handicrafts in the Digital Age

广西非遗芒竹编工艺历史悠久,但其产业附加值未达到全球先进水平。目前广西芒竹编产业尚处于OEM制造型,如何转化到OBM品牌型战略,是亟需探讨的问题。以跨界融合为突破口,运用数字化手段,将设计、生产、社会认可进行有机地结合,提出数字化调研拓展产品的功能种类、数字化手段改良产品外观设计与生产方式、数字化营销塑造产品整体品牌形象、数字化协同产业体系4个策略,为广西芒竹编技艺在当代的使用提供了新的思路。

Guangxi intangible cultural heritage bamboo weaving has a long history,but its industrial added value has not reached the global advanced level.At present,Guangxi’s mangosteen weaving industry is still in the OEM manufacturing mode.How to transform it into an OBM branding strategy is an urgent issue that needs to be discussed.Taking crossborder integration as a breakthrough point,using digital means to organically combine design,production,and social recognition,it proposes digital research to expand the functional categories of products,digital means to improve product appearance design and production methods,and digital marketing to shape the overall brand image of products.The four strategies of the digital collaborative industrial system provide a new idea for the contemporary use of Guangxi weaving skills.