中国民间印花传统技艺创新品牌建立与推广研究

发布时间：2017-12-30 21:47

本文关键词：中国民间印花传统技艺创新品牌建立与推广研究　出处：《鲁东大学》2017年硕士论文　论文类型：学位论文

【摘要】：中国民间印花传统技艺起源于对织物的装饰,是我国传统民间工艺品,有古老而悠久的历史,中国民间印花传统技艺具有浓郁地方特色、饱含着朴素的民族气息。本文着重论述中国民间印花传统技艺的文化价值、品牌价值,品牌核心价值与当下需要的同异分析及对当下中国民间印花技艺品牌跨产业的商业模式的可行性分析。从中国生产力发展角度、中国文化传承角度、中国传统纹饰象征角度、中国民间色彩发展角度,对中国民间印花传统技艺的文化价值做全面地理解与研究,从而剖析中国民间印花传统技艺所蕴含的文献性技艺价值、载体性人文价值、视觉符号学价值、美学价值。面对现代社会的高速发展,大众消费水平不断提高,怎样继承并重新挖掘中国民间印花传统技艺品牌历史传承自然形成的品牌价值,探讨品牌自身的人文价值与当下品牌核心对接关系,如何通过现代品牌建立与推广的方式更好地将中国民间印花传统技艺融入现代人的生活中去,才是保护中国民间印花传统技艺的方式,这些是本篇论文的的主要内容。本文通过文献资料法和田野考察的研究方法,针对品牌在民间蓝印花布制作技艺的传承与演变过程中存在的发展问题,提出了创新品牌建立与推广,总结出跨产业的商业模式建立、营销推广策略及当下应用领域的研究的方式方法。还将对中国民间印花传统技艺跨产业的商业模式从宏观角度提出一些创新的设计参考,其他中国民间传统技艺的品牌建立也可以复制、参考使用。中国民间印花传统技艺潜质未来发展空间巨大。本论文的创新点主要是建立在艺术学、民艺学与传播学学科的交叉研究基础上,提出了民艺品牌当下建立建设与发展的可能性与可行性研究观点,对民间蓝印花布制作技艺的传承与演变影响等方面进行了梳理,拓展了原来对于中国民间印花传统技艺的理解,将中国民间印花传统技艺的文化价值与品牌建立与推广研究紧密结合起来,探讨以中国民间印花传统技艺的材质、手工工艺、纹饰、色彩等作为基础元素拓展到其他商业领域的可行性,在查阅大量文献资料和调研的基础上,提出跨产业商业模式可行性的方法,使理论研究更具有实践意义和社会影响力。从而使中国民间印花传统技艺的文化价值具有现实的指导性意义。使人们对中国民间印花传统技艺重新认识并产生兴趣,逐步了解中国民间印花传统技艺的文化内涵,使中国民间印花传统技艺走入更多的普通家庭中,装点人们日常生活,使传统文化得到更好地传承。
[Abstract]:Chinese traditional folk printing technology originated from the decoration of fabric, is our traditional folk handicraft, has an ancient and long history, Chinese folk printing traditional technology has rich local characteristics. This paper focuses on the cultural value and brand value of traditional Chinese folk printing techniques. The similarities and differences between the core value of the brand and the current needs, and the feasibility analysis of the cross-industry business model of the current Chinese folk printing technology brand. From the perspective of the development of Chinese productivity, the perspective of Chinese cultural heritage. From the perspective of symbol of Chinese traditional decoration and the development of Chinese folk color, the cultural value of traditional Chinese folk printing technique is fully understood and studied. In order to analyze the traditional Chinese folk printing technology contained in the value of literature, carrier humanistic value, visual semiotics value, aesthetic value. Facing the rapid development of modern society, the level of mass consumption has been improved. How to inherit and re-excavate the traditional Chinese folk printing technology brand history heritage of the natural formation of brand value, explore the humanistic value of the brand and the core of the current brand docking relationship. How to better integrate the traditional Chinese folk printing techniques into modern life through the establishment and promotion of modern brands is the way to protect the traditional Chinese folk printing skills. These are the main contents of this paper. Through the method of literature and field investigation, this paper aims at the development of the brand in the process of inheritance and evolution of folk blue printed fabric production technology. Proposed the establishment and promotion of innovative brands, summed up the establishment of cross-industry business model. Marketing promotion strategy and the current research methods and methods in the field of application. It will also provide some innovative design reference for the cross-industry business model of traditional Chinese folk printing technology from the macro point of view. Other Chinese folk traditional technology brand establishment can also be copied, reference use. Chinese folk printing traditional technology potential in the future development space is huge. The innovation of this paper is mainly based on art. On the basis of the cross-research of the subject of folk art and communication, this paper puts forward the possibility and feasibility of the construction and development of folk art brand. To the folk blue printed fabric production technology inheritance and evolution of the impact of combing, expanding the original understanding of the traditional Chinese folk printing technology. The cultural value of traditional Chinese folk printing technology is closely combined with the research of brand establishment and promotion, and the material, handicraft and decoration of traditional Chinese folk printing technology are discussed. Color as a basic element to expand into other commercial fields of feasibility, in the review of a large number of literature and research on the basis of cross-industry business model feasibility method. The theoretical research has practical significance and social influence, so that the cultural value of the traditional Chinese folk printing technology has practical guiding significance, and people can reunderstand and develop the traditional Chinese folk printing technology. Interesting. Gradually understand the cultural connotation of Chinese folk printing traditional skills, make Chinese folk printing traditional skills into more ordinary families, decorate people's daily life, so that the traditional culture is better passed on.
【学位授予单位】：鲁东大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：J523

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