Study On The Construction Of National Brand Wood Carving In The View Of Social Capital

In recent years,with the vigorous promotion of China's excellent traditional culture and the continuous advancement of economic and cultural system reform,the cultural industry in ethnic minority areas has been vigorously developed.The brand construction and development of cultural industry with national cultural characteristics in ethnic minority areas,as a new phenomenon in the economy of ethnic minority areas,has become the main path and important basis for upgrading and transforming the development of cultural industry in ethnic minority areas.Social capital,which exists in social network or wider social structure,plays an important role in brand building of cultural industry in ethnic areas as an accumulative resource that can mobilize economic benefits for itself or organizations.This paper explores how social capital plays a role in the process of brand development and construction of national woodcarving industry.Taking the successful brand construction process of Xingyi Wood Carving Culture Development Co.,Ltd.,a model of traditional craft industry of Bai nationality in Jianchuan,as an example,through the investigation of its brand construction process,this paper analyses the influence and role of social capital in enterprise brand construction,and finally reflects on the theory of social capital and the problems and development prospects of enterprise brand,so as to make a small difference with a view to promoting the national wood industry.The construction of carving craft brand provides some reference and enlightenment.This paper consists of three parts: introduction,four chapters and conclusion.The introduction mainly introduces the origin and significance of the research,combs the related research on social capital,national cultural brand and Jianchuan Woodcarving in academic circles,and makes a concrete explanation on the application definition oftheoretical concepts,research ideas and methods as well as field points in this paper.The first chapter mainly elaborates the connotation of the theoretical dimension of social capital,interprets it and explores the direction of practical application,which serves as the theoretical basis and analytical research framework of this paper.The second chapter is the historical narrative of the brand construction process of Jianchuan Xingyi Wood Carving Culture Development Co.,Ltd.and tells the factual process of brand construction.Chapter three mainly combines the factual process of enterprise brand construction with the analysis of social capital theory,and elaborates how social capital accumulates,practices and contributes to the successful mechanism of brand construction in the process of brand construction.The fourth chapter is the summary and reflection of the social capital theory and the process of enterprise brand construction,as well as the enlightenment to the national woodcarving craft brand construction.This study draws a preliminary conclusion: the reason for the successful brand construction of national woodcarving craft brand-Jianchuan Xingyi Wood Carving Culture Development Co.,Ltd.is the result of the accumulation and application of social capital.Social capital plays an important role in the process of building national woodcarving craft brand,but it also influences the image and influence of enterprise brand to a certain extent due to the local characteristics of social capital.The solution of the existing problems is conducive to the construction and development of the national woodcarving craft brand,and promotes the healthy and sustainable development of the cultural industry in ethnic areas.