Study On The Path And Mode Of Tianjin Yangliuqing New Year Pictures Industrialization

The protection mode of industrialization is a important way for the protection of non-material cultural heritage. Tianjin Yangliuqing Woodblock New Year picture is the first batch of the non-material cultural heritage in China. With the development of times and the changes in social lifestyle,we are facing many problems and challenges on the inheritance, protection, innovation and development. Yangliuqing New Year pictures as the traditional folk handicrafts should take the way of industrialization to implement the inheritance in development and the protection in inheritance,while carrying out the original and true protection, according to the characteristics of its higher economic development value and market development prospects.This article argues that the market factors play the important role in the course of the birth and development of Yangliuqing New Year pictures.,and then analyses the market features of Yangliuqing New Year pictures, demonstrates its marketization congenital conditions of. The strengths, weaknesses of the Yangliuqing New Year pictures and opportunities and threats which it faces are disclosed in the process of industrialization according to the SWOT analysis method.The author puts forward two paths for Yangliuqing New Year pictures to choose, one is growth strategy for enlarging its advantage,another is the reversing strategy for remedying the short. The article also makes the development path clear which sticks to the industrialization with large-scale, branding, serialization and clustering. Moreover, the author consider that Yangliuqing New Year pictures should do its best to solve some key problems as its production under the traditional manual process, its sale mode under the effective marketing tools, the talents cultivation system under the many kinds of ways, industrial clustering under the background of economic integration to promote Yangliuqing New Year pictures to develop along with the scientific industrialization way. At the same time, the article puts forward that the market leading and the government promoting should play key roles in the industrialization of Yangliuqing New Year pictures.Especially the work of government should focus on the protection of inheritance, guiding, supporting, management and service.