| Jianchuan County,Dali City,Yunnan Province is the hometown of traditional Bai nationality wood carving art.Jianchuan is endowed with unique natural geography,abundant regional cultural resources and civilization.In the process of developing wood carving art for thousands of years,it gradually formed the area of Jianchuan wood carving art with its homogenous style and cultural connotation.At present,the types of Jianchuan woodcarving art can be roughly divided into "three major types" and "six major strains." Among these categories,tourism woodcarving crafts is a woodcarving product series that was newly developed in recent years.The improvement of people's living standards and income growth have stimulated the booming of the tertiary industry such as tourism,and the tourism woodcarving crafts have gradually become the future direction and potential opportunity for the development of the woodcarving industry in Jinchuan.The reasons are mainly reflected in several aspects: First,the problems in traditional architectural wood carving,home wood carving and furnishings wood carving have gradually become more prominent,because of the change of social production and lifestyle.The production mode,consumption pattern,functional demand,aesthetic needs,and price factors of wood carving processing turned to be increasingly unsuitable for the development and desire in contemporary society.Second,at this stage,relevant professionals in Jianchuan woodcarving industry in Dali are facing inevitable changes in industrial development,consumer demand,market competition,product innovation and marketing methods.Plus disadvantage due to lack of general knowledge in areas other than woodcarving and scarce innovative methods,people are still trying to capture the market through price competition as in the traditional product operation mode,which not only damages the overall brand image ofJianchuan Woodcarving but also undermines possible innovation to meet contemporary demand.As a result,a large number of woodcarving products are unsalable,which severely hinders the survival and development of the woodcarving industry.Third,the future development of the Jianchuan woodcarving industry must rely on multi-level,multi-channel,and multi-faceted cooperation to achieve the transformation of development and product upgrading.This requires political support and guidance from local government departments.It is necessary for the leading enterprises in the Jianchuan Woodcarving Industry Association to take the lead in setting a breakthrough,through innovating,and creating a new path.It also requires strong supporting from teachers and students of professional art colleges by using their professional advantages and participate in the design and innovation of woodcarving crafts.Thus can providing talents professionals and improve quality in Jianchuan woodcarving practitioners.In addition,it is necessary to improve the visual image design and cultural communication of Jianchuan woodcarving brand.By using the transformation of marketing methods in the current Internet era to expand the market value and brand impact of Jianchuan tourism woodcarving crafts to cultivate young tourism consumers for more attention to traditional culture,making them potential consumer for traditional culture and skills.Based on the above-mentioned development of the Jianchuan woodcarving industry and the future hope of the tourism woodcarving crafts,this paper takes the "Market Strategy and Design Performance of Jianchuan Tourism Woodcarving Crafts" as the project topic for research and design performance;hoping to use design visual communication design professional discipline perspective and vision to conduct some specific design work and practice for the development and improvement of Dali Jianchuan tourism woodcarving crafts;also expecting to provide somereference and suggestion for the relevant practitioners who are engaged in the production and sales of tourist woodcarving crafts through this research paper. |
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