摘要
广西壮锦,与云锦、蜀锦、宋锦并称为中国四大明锦,在20世纪90年代初,广西壮锦发展总体呈现上升趋势,广西经济得以快速发展。然而这些年,广西壮锦在现代化传承与发展中遭遇瓶颈。文章在以研学旅行为契机,深入研究广西壮锦文创产品营销策略的优化,为壮锦传承发展提供有效对策,提升壮锦文创产品市场竞争力的同时还能以丰富研学旅行教学活动的内容和形式,实现研学旅行与壮锦文创产品发展的双赢。
Guangxi Zhuang brocade,together with Yun brocade,Shu brocade,and Song brocade,is known as the four major Ming brocades in China.In the early 1990s,the overall development of Guangxi Zhuang brocade showed an upward trend and gradually industrialized,achieving rapid economic development in Guangxi.However,in recent years,Guangxi Zhuang brocade has encountered bottlenecks in modern inheritance and development.The purpose of this article is to take the opportunity of study tours to conduct in-depth research on the optimization of marketing strategies for Zhuang brocade cultural and creative products in Guangxi,provide effective strategies for the inheritance and development of Zhuang brocade,enhance the market competitiveness of Zhuang brocade cultural and creative products,and enrich the content and form of study tour teaching activities,achieving a win-win situation between study tour and the development of Zhuang brocade cultural and creative products.
作者
赖洁云
徐海婷
向思敏
Lai Jieyun;Xu Haiting;Xiang Simin(Guangxi Agricultural Vocational and Technical University,Nanning,Guangxi,530000)
出处
《市场周刊》
2024年第19期100-103,共4页
Market Weekly
基金
2023年自治区级大学生创新训练项目一般项目“农文旅融合下广西研学旅行品牌知名度提升探究——基于‘力行学堂'的调查”(项目编号:202316205063)。
关键词
广西
研学旅行
文创
营销
壮锦
Guangxi
study tour
cultural and creative
marketing
Zhuang brocade