研学旅行背景下广西文创产品营销策略研究——以广西壮锦为例

Research on marketing strategies of cultural and creative products in Guangxi under the background of study tour——Taking Guangxi Zhuang brocade as an example

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.