天津杨柳青年画产业化的路径及模式研究

发布时间：2018-02-09 14:07

本文关键词： 传统文化文化产业杨柳青年画产业化路径产业化模式　出处：《天津大学》2014年硕士论文　论文类型：学位论文

【摘要】：产业化保护模式是非物质文化遗产保护的重要途径。天津杨柳青木版年画是中国首批非物质文化遗产,随着时代的发展和人们生活方式的变化,面临着继承保护和创新发展的许多问题和挑战。作为传统的民间手工艺品,杨柳青年画应针对拥有较高经济开发价值和市场开发前景的特点,在进行原生态、本真性保护的同时,走产业化发展道路,实现在开发中传承、在传承中保护。本文着重分析了杨柳青年画在产生发展过程中市场要素所发挥的重要作用,以及杨柳青年画自身所拥有的市场化特征,论证了其所具备的市场化先天条件。本文采用SWOT方法,分析了杨柳青年画产业化进程中面临的优势、劣势、机遇和威胁,提出了杨柳青年画产业化可选择做大优势的增长性战略和拉长短板的扭转型战略两条路径;明确了杨柳青年画产业化应该以规模化、品牌化、系列化、基地化为方向,努力解决好传统手工工艺前提下的产品生产、现代营销手段下的产品销售、多种类多途径下的人才培养、经济一体化背景下的产业融合几个关键环节,从而推动杨柳青年画沿着科学的产业化道路走下去。同时,提出杨柳青年画产业化应发挥市场主导和政府推动的双重作用,政府应侧重做好保护传承、引导扶持、管理服务工作。
[Abstract]:Industrialization protection model is an important way to protect intangible cultural heritage. Tianjin Yangliuqing wooden New year painting is the first batch of intangible cultural heritage in China. With the development of the times and the change of people's way of life, Faced with many problems and challenges of inheritance, protection and innovative development. As traditional folk handicrafts, Yangliuqing New year paintings should aim at the characteristics of higher economic development value and market development prospects, and carry out original ecology, At the same time, we should take the road of industrialization development, realize inheritance in development and protect in inheritance. This paper analyzes the important role of Yangliuqing New year painting in the process of production and development. This paper analyzes the advantages, disadvantages, opportunities and threats in the industrialization of Yangliuqing New year paintings by using SWOT method. This paper puts forward two ways of the industrialization of Yangliuqing New year Picture, which can be chosen as the growth strategy of great advantage and the twisting strategy of lengthening the short board, and makes it clear that the industrialization of Yangliuqing New year Picture should be in the direction of scale, brand, serialization, base, etc. Efforts to solve the traditional handicraft under the premise of product production, modern marketing means under the product sales, multi-type and multi-way talent training, economic integration under the background of industrial integration of several key links, At the same time, the author points out that the industrialization of Yangliuqing New year Pictures should play a dual role of market leading and government promotion, and the government should focus on protecting and inheriting, guiding and supporting. Manage service work.
【学位授予单位】：天津大学
【学位级别】：硕士
【学位授予年份】：2014
【分类号】：J218.3

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