Tourism And Yunnan Shilin Embroidery In The Context Of Market-oriented Changes In Research

The embroidery of Yi Nationality in Shilin County Yunnan Province has boasted its long-standing history. Since the Ming and then the Qing Dynasty, the women of Yi Nationality have taken the embroidery as one of the important activities of decorating life and displaying art talent. With the deep development of the reform and the opening up to the outside world, the embroidery market has been improved step by step. More and more people of various nationalities have appreciated both the superb technique and the typical ethnic style of the embroidery art created by Sani women (one branch of Yi Nationality). Due to the special regional advantage of Shilin County, brought along by the local tourism, the embroidery industry of Yi Nationality has been developing well. The ethnic embroidery has become the unique tourist product so as to open the door of commodity economy for the women of Yi Nationality who used to engage in agriculture for generations. With the deep development of the commercialization of the embroidery industry in Shilin, more or less changes have taken place in various aspects of the embroidery of Yi Nationality, such as the manufacture crafts, the cloths, the patterns and etc. In order to realize the biggest economic benefit, as for the cloths, people prefer those which are easier to embroider on so as to finish the manufacture process quickly; as for the patterns, people embroider according to the patterns appointed in the order forms so as to meet the requirement of batch production; people even give up some ethnic traditional patterns which are unique for their cultural characteristics.Though the development of marketing and commercialization bring some economic benefits to people of the ethnic group, it will certainly influence the reservation and inheritance of the traditional cultural characteristics of the ethnic group to some extent. To carry out the development of commercialization, catering to the preference of consumers and going for the market profits is the inevitable requirement. Whereas excessively emphasizing the traditional ethnic cultural characteristics and neglecting the requirement of marketing and commercialization will also do harm to the reservation and inheritance of traditional ethnic culture. Moreover, some contradictions occur between commercialization and traditional handcraft embroidery because it is hard for the handcraft embroideries to meet the requirement of commercialization due to its characteristics of low output but high cost.This thesis is on the study and analysis of the development from the traditional embroidery to the new embroidery industry in the background of modern marketing and industrialization development. By analyzing the characteristics of the traditional embroidery and the current situation of modern embroidery industry development, it aims at studying on some problems, working out a good juncture between traditional ethnic culture and marketing development so as to promote the sound development of ethnic embroidery industry, try to reserve the traditional ethnic cultural characteristics while going for the market requirement and making economic profits on the premise of protecting and inheriting traditional culture, try to realize mutual improvement and development between reservation and inheritance of traditional culture and marketing economic profits.