马尾绣的发展现状与市场竞争SWOT研究

SWOT Research on the Development Status of Horse-Tail Embroidery and Its Market Competition

马尾绣是贵州省三都县流传已有上千年的传统美术,以非文本的方式记录着水族发展的历史,享有中国刺绣“活化石”的美誉。现如今,马尾绣技艺传承出现严重断层现象。为了解其发展现状、存在的问题及市场竞争优劣势,该文以问卷调查、深度访谈和田野调查的形式分别对消费者、民间商户、相关从业者等进行调查。同时,通过抖音直播发放问卷,以了解年轻人对马尾绣的认可情况。在调查数据的基础上,构建马尾绣购买意愿决策树模型和马尾绣市场竞争优劣势SWOT模型,深度挖掘马尾绣文化传承出现断层现象的原因,为推动马尾绣的发展和创新提供新思路,促进非物质文化遗产的活态传承。

Horse-tail embroidery is a traditional art in Sandu County,Guizhou Province,which has been spread among the people for over one thousand years and taken a record of the Shui nationalities'development in a non-textual way.Therefore,it has long been reputed as a living fossil of Chinese embroidery.However,a serious gap has shown up in the inheritance of horse-tail embroidery skills for the time being.In order to have a better knowledge of its current development status,existing problems,and advantages as well as disadvantages in market competition,this thesis conducts surveys on consumers,private merchants,and relevant practitioners in the form of questionnaires,in-depth interviews and field investigation.At the same time,through the TikTok live broadcast survey method,we can understand the recognition of horse-tail embroidery by young people in China.As a result,a decision tree model for horse-tail embroidery purchase intention and market competition advantages and disadvantages SWOT model for the corresponding business have been established,deeply exploring the reasons for the discontinuity in the cultural inheritance of horsetail embroidery,providing new ideas for promoting the development and innovation of horsetail embroidery,and promoting the active inheritance of intangible cultural heritage.