Brand Building of "Guang Embroidery" of Intangible Cultural Heritage Based on "Brand Contact Point Communication" Model

被引：0

作者：

Yang, Jing ^{[1
]}

Chen, Yu ^{[1
]}

机构：

[1] South China Univ Technol, Guangzhou, Guangdong, Peoples R China

来源：

PROCEEDINGS OF THE 4TH INTERNATIONAL CONFERENCE ON ARTS, DESIGN AND CONTEMPORARY EDUCATION (ICADCE 2018) | 2018年 / 232卷

关键词：

Guang embroidery; brand contact point communication; brand building;

D O I：

暂无

中图分类号：

J [艺术];

学科分类号：

13 ; 1301 ;

摘要：

Guang embroidery belongs to national intangible cultural heritage and currently faces some problems related to how to keep sustainable development. Based on the inheritance of Guang embroidery and development situation of market, this paper puts forward the viewpoints of building a brand, attempts to solve the problems of difficult inheritance and poor market profitability and so on. According to the classification of contact points based on brand value in the "brand contact point communication" model, this paper puts emphasis on analyzing the current situation of the value level of its important contact points, and proposes solutions to improve brand and value from the perspective of design.

引用

页码：403 / 408

页数：6