惠山泥人品牌启示下的苏州泥塑发展策略研究

Research on Suzhou Clay Sculpture Development Strategy Inspired by Huishan Clay Figurine Brand

苏州泥塑在市民生活中占有的比重越来越小,同宗同源的惠山泥人却能在时代洪流中顽强生存。文章分析惠山泥人的品牌搭建成功案例,提取间接适用性经验,探讨搭建品牌对苏州泥塑发展的推动作用。

Suzhou clay sculpture occupies a smaller and smaller proportion in citizens'life,but Huishan clay fi gurines of the same clan can survive tenaciously in the torrent of the times.This paper analyzes the successful cases of brand building of Huishan clay fi gurines,extracts the experience of indirect applicability,and discusses the role of brand building in promoting the development of Suzhou clay sculpture.