Discussion on Modern Business Marketing Mode of Traditional Folk Arts and Crafts

DOI

10.2991/icelaic-15.2016.159How to use a DOI?

Keywords

traditional handicrafts; marketing mode; branding

Abstract

Traditional culture has immeasurable commercial value and it is the reserve force that moves toward industrialization. As cultural industry, the most important thing is to base on preserving traditional culture, use rich forms to grasp the requirements of consumers and supplement necessary marketing methods to finally create competitive cultural brands. This article discusses from the relationships between traditional handicrafts and modern marketing, deeply understands the present situation that modern handicrafts lack innovation and they are continuously devalued, rationally analyzes the reasons of these results from the perspective of history, and then puts forward the opinion that make corresponding changes for marketing methods to reach the objectives of inheriting traditional handicraft and prospering regional economy.

Copyright

© 2016, the Authors. Published by Atlantis Press.

Open Access

This is an open access article distributed under the CC BY-NC license (http://creativecommons.org/licenses/by-nc/4.0/).

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TY  - CONF
AU  - Nan Xu
PY  - 2015/11
DA  - 2015/11
TI  - Discussion on Modern Business Marketing Mode of Traditional Folk Arts and Crafts
BT  - Proceedings of the 2015 2nd International Conference on Education, Language, Art and Intercultural Communication
PB  - Atlantis Press
SP  - 613
EP  - 616
SN  - 2352-5398
UR  - https://doi.org/10.2991/icelaic-15.2016.159
DO  - 10.2991/icelaic-15.2016.159
ID  - Xu2015/11
ER  -