The Researcher On Culture Design In The Brand Image Of Human Embroidery

Hunan embroidery is a traditional handicraft product with features of antiqueand folk culture. The content and form of Hunan embroidery have changed with thedevelopment of social and economy. Form1930s to1970s, Hunan embroidery was indominant station of embroidery industry. However, during1980s, the development ofHunan embroidery was in low tide time. In1990s, the industry of Hunan embroiderymust be confronted with the opportunities, risks and challenges. With the crafttechnical popularization of the embroidery and technical competition thresholdgradually reduced, domestic and foreign embroidery enterprises are carrying outfierce competition, standing in relatively equal position, and needling process startscompetition from domestic to outside. In the development process of Hunanembroidery, because of the enterprise’s insistence behind system, the introduction ofcomputer technology, the lack of publicity,there is a big impact on the traditionalhandicraft cultural impact, which making a progressive loss of talent, causingcompanies facing a situation of bleak management, technology on the verge ofextinction.However, according to the difference of people aesthetic standards andways of life, traditional craft products are in the influence and impact of the newtechnology, new knowledge, new concepts, new culture, and facing newopportunities and challenges, toward the direction of their own development. Byusing the image of brand culture effectively explore, this paper, help Hunanembroidery industry going out of recession trend, make Hunan embroidery industry towin the market and the consumer again,, thus making Hunan embroidery culture getbetter inheritance and development.This paper includes two parts: introduction and main text. The background andtarget of this subject are presented in the introduction. In this section, the definition ofHunan embroidery and the origin of the study project are introduced. The method ofresearch in Hunan embroidery and the innovative point of this paper are summarizedand introduced. Then, the Culture in the Brand Image of Hunan embroidery is set up,and specific feature about it is descripted in the text. Hunan embroidery course of development and culture design are analyzed from the history of commercialdevelopment, artistic characteristics, cultural values and artistic value. Themarketization of Hunan embroidery is discussed and researched. By comparing withcompetitor, model of the development in Hunan embroidery is effectively andsuitably created. And brand, package and advertisement of Hunan embroidery aremolded with example. We can get the prospects and strategy of development andestablish a good brand image in Hunan embroidery.