| Traditional arts and crafts enjoy a long history,but they have been consciously looking for sense of the times for survival.The transformation of the industrial mode in the information age has brought unprecedented opportunities to traditional arts and crafts,and traditional arts and crafts must undergo changes to integrate into the vigorously growing cultural creative industry.Traditional arts and crafts embody human creativity in ontology language,carry and spread the humanistic ideals and life aesthetics in the process of social development,and their cultural added value has been recognized by more and more enterprises and designers.This paper selected “the Palace Museum Cultural Creativity”,“Brass Master”,“Yongqi Furniture” and the listed company “Meisheng Culture” and other cases to carry out studies in the aspects of brand building,enhancing awareness of intellectual property protection,development of IP cultural creative derivatives,cultivation of attention,construction and expansion of market channels,supply chain management of physical products,construction of brand influence,etc.in traditional arts and crafts industry so as to explore the change approaches for integrating traditional arts and crafts into the cultural creative industry. |
