| The folk art of different countries reflects every country's cultural tradition, it is an important carrier to continue and manifest the "blood" of national spirit. As our country's transformation from traditional agricultural society to a modern industrial one, the people's style of production and life changes greatly, the local context which keeping the folk art survival encounters some new situations and has been remarkably changed. Some kinds of the folk art are on the verge of extinction, and some folk art creation subjects are marginalized, aging. But, it is to be noted that in this context of the overall decline of folk art, some of the folk art forms also have a rapid development, they not only formed a more unique artistic style, but also get on the road of folk arts industry development in the wave of market economy. Where should folk art go in modern society? This is the common focuses of attention which concerned by scholars and the folk artists. This paper is based on the theoretical folk art industry development, tries to explore the mode and route of sustained development of folk art in Shandong, in the hope of provide theoretical and practical guidance for the industrial development of folk art.This paper selects the folk art industrialization in Shandong province as the research object, and jumps out from the traditional way that do the research of folk art only inside the library., to review with the perspective of economic and cultural about the inheritance, development and application of folk art in modern society, that has some theoretical and practical significance for the protection, inheritance, and carrying forward of folk art. The research framework of this paper is divided into three parts. Part One, as chapter one, illustrate the relevant theories of the exploitation to the industrial development of folk art. Part Two, as chapter two to chapter four, discuss about the quantity and distribution of folk art resources in Shandong province, and make an evaluation, analysing the SWOT of industrial development about folk art; Part Three, as chapter five and chapter six, discuss the Industrial development strategy and the sustainable operation of folk art in Shandong Province。 Here are the main points of each chapter:Chapter One, the theory basis of the development of folk artThe folk art which survives in the perspective of village culture always plays an important role in meeting the aesthetic needs, richening the artistic life, comforting the villagers' soul, and creating a folk atmosphere. The process of the folk art's creation and historical development declares that the folk art's decline of state in the real world is the historical necessity. The flourish of contemporary cultural industries provides a good opportunity to the industrialization of folk art, And points out the realistic methods to the industrial development. The folk art industrial development which takes the theories of cultural capital, comparative advantage and resource allocation as basis is an useful resource to create culture industry brand and enhance the cultural competitiveness, is also an effective strength to achieve great-leap-forward of economic development, thus to effectively achieve the sustainable development of folk art. Taking this as state of point, this paper aims at promoting the industrialization of Shandong folk art, thus inheriting, protecting and carrying forward the valuable heritage of Qilu folk art.Chapter Two, The reside of folk art resources in Shandong ProvinceShandong folk art, born out of primitive art, infiltrated by the unique cultural geography in Shandong, is the typical representative of Shandong regional culture. It has become an effective complement to the economy of Shandong because of its flexible manner and rich artistic qualities. It has such characteristics as abundant stock, full category, great differences of the regional culture, strong heritage, extensive influence, and the coexistence of disappearing and industrial development. According to the different forms, Shandong folk art resources can be divided into two main categories including folk performing art and folk Arts and Crafts and 12 sub-categories including folk music, folk dance, folk drama, folk acrobatics, folk paintings, folk paper-cutting and carving, folk toys, folk embroidery printing and dying, folk leather articles, folk sculpture and ceramic glazed. This chapter conducted a special induction and three-dimensional description of the 180 types of Shandong folk art resources from 7 aspects like classification, name, heritage places, historical value, inheritors, retained state, outlining clearly the look of Shandong folk resources, and preparing data for a comprehensive evaluation of Shandong folk art resources.Chapter Three, The evaluation of folk art resources in Shandong ProvinceShandong folk art resource assessment is a process which based on certain values comprehensively evaluate the self-values, cultural values and economic values of Shandong folk art resources. The purpose and role of the folk art resource assessment is to provide data for the folk art industrial development and a comprehensive consideration for folk art protection and operation. Resource assessment can be affected by such factors as the resources, industrial environment, technology, demand and system. In line with systematic, representative, operational, qualitative and quantitative principles, this article build a Shandong folk art resources evaluation system by 4 first-level indicators with the elements of folk art resources, cultural values, economic utility and industrial development,20 secondary indicators, and 29 indicator direct factors. With Fishbein-Rosenberg model and the introduction of AHP, the author conducted a comprehensive evaluation of the folk art resources in Shandong. The combination of qualitative analysis and quantitative study is the outstanding feature of this index system. Weighing the significance of each index provides a scientific basis for the ranking of the folk art industrial development potentials in 17 Shandong cities and the formulation of industrial development strategy. The first category includes Weifang, Zibo, Jining and Hez; the second are Jinan, Linyi, Binzhou, Liaocheng, Qingdao, Yantai, Weihai, Tai'an; the third are Zaozhuang, Laiwu, Rizhao, Dongying and Dezhou.Chapter Four, The SWOT analysis of industrial development about folk art in Shandong ProvinceSWOT analysis is a comprehensive analysis method commonly used in the competitive advantage, competitive disadvantage, opportunities and threats of enterprises. Shandong folk art industrial development has advantages and constraints, opportunities and challenges. The competitive advantages are the rapid development of Shandong cultural industry, the rich resources of folk art and associated culture, the gradual scale of folk art industrial development, and the strong domestic market demand for folk art. At the same time, there are such constraints as the lack of living environment, the lack of efforts for development and integration, the lack of brand influence and talent shortage.State positive cultural industry policy, relaxed industrial environment in Shandong Province, and protection of non-material cultural heritage are the strategic opportunities which Shandong folk art industrial development are facing, while financial crisis and structural barriers are challenging it. SWOT analysis will provide a realistic basis for the development of industrial strategy of Shandong folk art.Chapter Five:The Industrial development strategy of folk art in Shandong ProvinceRegional comparative advantage of folk art should be combined with regional culture and economic development level and regional characteristics and other indicators so as to turn into real advantages, thus becoming the "catalyst" to speed up the development of regional productivity. Shandong folk art industrial development strategic objective is focused on creating China's leading brand of folk art with regional characteristics of Shandong, playing the role of industry associations and regional linkage to form a multi-level, multi-industry, multi-scale, multi-state regional development, extending folk arts and culture industry chain, expanding business network to achieve the scale effect of the development of folk art industry. To achieve the strategic objective we must be to adhere to sustainable development, resource integration, creative development, market grabbing principle. Under the guidance of the strategic goals, we should determine the level of development model, characteristic regional linkage developmcnt mode, pillar-based industries pulling mode as the main mode of development, select tourism, arts and crafts industry, the performing arts industry as the strategic focus. The formation of three models and strategic focus promote the inter-relation and intersection of the region, industry and level. Thus achieving the strategic objectives of the development of folk artChapter Six:The sustainable operation of folk art industry in Shandong ProvinceThe sustainable operations of Shandong folk art can be realized through innovative research and development, brand building, marketing, personnel training, government regulation. Creativity is the source of the industrial development of folk art, which runs through concept, production, dissemination and sales process. Brand is the vitality of folk art product, we should combine features of the regional culture and economy to create brands of provincial, county and other different levels. We should also propose marketing strategies of Shandong folk art with the introduction of the IMC to Shandong folk art marketing, Personnel training includes the protection of bearers of folk art and the building of think tanks of Shandong folk art talents. It is necessary to strengthen the protection of human heritage, but also cultivate innovative business talents with basis of folk art and also understanding of business as well as good management ability. The government regulation for the development of folk art industry should clear the roads for the development of Shandong folk art industry from administrative, economic norms, and legal protection three aspects so that the industrialization of folk art can develop healthily based on market principles. In this paper, the research methods include:theoretical elaboration and empirical analysis; qualitative analysis and quantitative analysis; questionnaire.The innovation points of this essay1.Selection of the Folk Arts industrial development as the theme, and Shandong as the case study and proposition of the overall ideas and measures for the development of Shandong folk art industryAt present, in the academic community, there are a lot of writings on the study of the industrialization of the folk art, but on the basis of certain area, the systematic study of the folk art industry from practice to theory is the first time. This article's focus on the industrial development of folk art in Shandong is rational supplement and local verification of the development of the folk art industry, which will provide a realistic path to the protection and development of the folk art in Shandong. This has theoretical and practical significance to the development of the folk art in Shandong.2.Subject induction and sort of the folk art in Shandong. In recent years, the government, experts, scholars have done a lot of work in ecological survey and sort of the folk art in Shandong. By making field investigation and referring to the documentations, the paper re-classifies the folk art resources of Shandong from the perspective of industrial development and conducts a special chart classification and generalization. There has been a lack of similar work in the academic community, so the endeavor really deserves the innovative meaning to a certain degree.3.Comprehensive assessment of the folk art resources.Because of the uncertainty of the folk art, there has been no comprehensive assessment of the folk art resources. Based on standard sort of the resources of Shandong folk art, the paper builds the assessment system of the folk art resources in Shandong and makes comprehensive assessment. for the purpose of the folk art conservation and utilization. The Comprehensive assessment study of folk art by means of AHP takes the lead in the domestic study, which is the difficult point as well as the innovation point of this paper.4.The exploration of the unique development model of the folk art industry in Shandong from the practice level.With sustainable development of the Folk Arts as the concept guide, and the combination of the regional comparative advantages and characteristics of Shandong, the paper proposes different development models and strategic focus for the development of Shandong folk art industry。...
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