From Art Resources To Industry Brands: Inheritane And Innovation Of Folk Art

The Chinese nation has a glorious history of five thousand years, the Chinese traditional culture is long-standing and well-established, it's inherited up to now and has been penetrated into various cultural fields. The folk art is an indispensable and important part of the Chinese traditional culture, with abundant resources and massive connotations, and it has become a shining landscape of the Chinese traditional culture. As the valuable spiritual wealth of the humankind, the folk art has integrated the quintessence of the traditional culture of the Chinese nation. Therefore, properly inheriting the folk art is an important internal driving force for carrying forward the Chinese traditional culture and strengthening the national cultural soft power, and is also the motive power for China to carry out the policy of going out by the Chinese traditional culture in the current background of implementing the powerful cultural country strategy. Perfectly accomplishing the protection and utilization of the folk art benefits promoting the inheritance of the Chinese traditional culture, is good to improve the national cultural soft power, is beneficial to strengthen the international discourse power of China and is conducive to enhance the international status of China.However, with the development of industrial civilization, and industrialization brings the people's living environment from field to the town and city. Development of industrial civilization is likely double-edged sword, which has a more improving space for people's life level, but causes material damage for people's life environment at the same time.For example, the problems as excessive development and disorderly development of the folk art resources, etc are very serious, they have caused the folk art to lose its reliant soil for existence and development, and to lose the creation inspiration of art, they have caused the folk art fail to take root, and all these require high attention and alert from the people.In such a background, how to effectively protect and utilize the folk art appears to be very important. The folk art is the art created and appreciated by the vast laboring people, and it's an important part of the folk cultural life. The folk art has become a landmark symbol of the Chinese traditional culture, it contains the wisdom from the Chinese laboring people and it boasts the charm of the Chinese traditional culture. Taking the Zhuxian Town's New Year Wood-Block Picture as an example in this paper to analyze the artistic value, economic value and contemporary inheritance value of the folk art, and to disclose the value and significance from the current folk art resource protection on brand construction. This paper attempts to study the development route from folk art resources to brand image shaping from the interdisciplinary perspective, to explore the business model of constructing folk art inheritance and innovation, so as to take the Zhuxian Town's New Year Wood-Block Picture as a powerful example, and to explore a road of inheritance for the development of various fields of folk art resources in combination with the application of new media information. The research contents of this paper are mainly classified into seven parts:Part ?, Introduction. Highlighting introduces the background and research significance, research status, major contents of research, highlights, difficulties and innovation points, basic ideas and methods of this topic.Part ?, Analyzing background. In terms of the analysis of the features and values from the folk art resources, and comprehensively analyze the features of folk art resources and the values of folk art resources.Part III, Studying relationship. Clear up the relation between the inheritance and utilization of the folk art resources in details, mainly illustrate from the current status of folk art resource protection and utilization, the relation between folk art resource protection and development and utilization, the inheritance of folk art resources and the approach for folk art resource utilization, etc.Part IV, Exploring route. This thesis analyzes exploring the construction of folk art industry brand, mainly involve the feasibility study of folk art image building, the basic ideas and methods for the establishment of folk art image positioning, the principles for folk art brand image nationalization and the demonstrations for the establishment of folk art brand image,.Part V, Case analysis. Focus on analyzing the cases for folk art brand construction, which is undertaken respectively from the following several aspects as the origin and development of Zhuxian Town's New Year Wood-Block Picture, the current status of Zhuxian Town's New Year Wood-Block Picture protection and utilization, the inheritance of Zhuxian Town's New Year Wood-Block Picture resources and the construction of core value, and the elaborately resource and art industry brand structure of Zhuxian Town's New Year wood-block picture etc.Part VI, Trend expectation, further eager expecting the development prospects of the folk art culture industry, with specific embodiments as references to the overseas folk art industry development, the transition from "Made in China" to "Chinese Brand", and forging the folk art culture industry and strengthening the national cultural soft power, etc.Part VII, conclusions. Focus on analyzing the feasibility for development of folk art industry in the national cultural strategy, and respectively illustrate from utilizing the modern science and technology to develop the Chinese folk art industry, strengthening brand shaping to develop the Chinese folk art industry and referring to the overseas experiences to develop the Chinese folk art industry, etc.As for current research on the topic from the domestic and overseas experts and scholars, the overseas experts and scholars start earlier than the domestic, with rich achievements, while the domestic is relatively short, and the research achievements are very discrete. The overseas researches mainly focus on the three aspects of folk art, cultural soft power and national brand image, etc; while the research categories from the domestic experts and scholars mainly including the four aspects of research on the development path issues of domestic folk art resource development and national brand image, research on the value exerted by the folk art, research on the current status of folk process inheritance and protection and the research on discourse power and cultural soft power, etc. There have been earlier protection planning abroad for the development and utilization of the folk art, and assisted with relevant technical support and academic proposal. As for the issue of cultural soft power construction, the overseas start earlier than the Chinese, they have established the folk art resource protection and utilization into a very perfect system, and employed it into the art industry field. As for the shaping of national brand image, the overseas countries pay attention to integrate the traditional folk art elements into the daily life and economic industry, so as to enhance the sense of national identity of people and to develop the various and diversified model of art brand; relatively speaking, China starts late in various fields, and the current research from the Chinese experts and scholars on folk art resources and folk brand image construction issues is still not enough, and the academic achievements also urgently require to be enriched and perfected.This paper is trying to supplement materials for the current academic circles in this field and to perfect the exploration route. Illustrating how to protect and develop the Chinese folk art resources by taking the brand construction of Zhuxian Town's New Year Wood-Block Picture as an example, so as to benefit the improvement of folk art industry development, to establish the folk art brand image, to strengthen the national cultural soft power, and to provide very perfect theoretical support and illustration example support for the research in the academic circles. Protect the Zhuxian Town's New Year Wood-Block Picture by employing new media information technology, inherit by means of shaping the Zhuxian Town's New Year Wood-Block Picture, take the folk art as the materialized spiritual elements, and promote its development by integrating with the era elements, and provide very detailed demonstration and brand shaping route for the other category development of folk art resources.