Study On Brand Culture Structure And Establishment Of ’liuyang Xiabu’

The folk arts occupy a vital statue with their unique artistic, cultural and economic value at the circumstances of rapid economic development. The Chinese folk arts, featuring in long history and rich culture connotation, are getting increasing attention nowadays. Through hundreds of thousands of year’s development, the traditional culture in Liuyang leaves people a large number of historical relics, abundant folk recourses and fabulous folk art products. As the traditional product in Liuyang, Xiabu (also known as ramie cloth) enjoys a great reputation in home and abroad. It made from ramie, always being tailored into soft and cool clothes in summer. As the most traditional and common clothing material, ramie was applied in producing dark clothing, robes, crowns, caps towels and mourning since the Xia, Shang and Zhou Dynasty through a unique performance of traditional craftsmanship yarn and textile processing.2008has witnessed that linen weaving techniques were listed as the second batch of national intangible cultural heritage. With the rapid development of modern textile industry, LiuYang Xiabu is facing with increasingly fierce competitiveness and struggling to survive. It is imperative to figure out how to make LiuYang Xiabu techniques and crafts adapt to the social change to extend survival and development chances, and how to make them regain its past glory to carry forward the tradition to serve modern social life.This paper systematically analyzes the origin, development, LiuYang Xiabu present situation and facing problems, research from the practical, culture, innovation, economy of LiuYang Xiabu culture brand construction, the LiuYang Xiabu culture as the main line, the brand culture into one, face " LiuYang Xiabu " brand culture construction issues. According to the " LiuYang Xiabu " brand core value, brand culture from materialized, spread of the brand culture to build path, combining the LiuYang Xiabu traditional handicraft and modern brand development, to create " LiuYang Xiabu " brand quality and marketing culture, and brand image, build " LiuYang Xiabu " brand culture VIS example, the prospect of the development of LiuYang Xiabu, regard the folk culture construction process, with the LiuYang regional culture characteristics and cultural brand, promote the sustainable development of LiuYang and the traditional culture.