Service And Product Research On The Protection And Development Of The Bai Nationality Tie-dye In Dali

In recent years,with the great affluence of people's material life,people's demand for spiritual civilization is more and more intense.Dali bai tie-dye craft as an excellent traditional handicraft in China has also received more and more attention.However,the current situation of the bai tie-dye process is that the personnel engaged in the process are aging seriously,there is no successor to the tie-dye process,and the market service system is incomplete.From the perspective of service design and brand strategy,this paper will study how to protect and develop the bai tie-dye process and improve the tie-dye market service system.First of all,this study through the literature research method,field investigation,user research,such as a variety of research methods,to yunnan Dali xizhou town Zhou Cheng village bai tie-dye process for about a month of field research,the research analysis about the present situation of Dali bai tie-dye,including: Dali bai tie-dye process management present situation,the current situation,the situation of product and brand status and so on related content;Main protection way of Dali bai tie-dye technology research analysis,including: tie-dye process genetic bearing people "not" system,tie-dye technology museum to protect the status quo,tie-dye process into the campus activities,tie-dye process "one plus one" double education way,tie-dye technology competition,tie-dye technology talents training and Zhou Cheng tie-dye trade unions and other related content;This paper summarizes the problems and opportunities in the protection and development of bai tie-dye technology in Dali.Secondly,in view of the problems found in the existing tie-dye industry,this paper takes "shi shen" tie-dye brand as an example,analyzes the problems in the existing tie-dye industry from the perspective of brand strategy,and optimizes the production and online and offline sales of tie-dye enterprises from the three dimensions of business strategy,marketing strategy and product strategy.Use of service design thinking,tie-dye practitioners through the analysis of the user journey figure pain points in the process of making tie-dye products and user in buy tie-dye products or tie-dye experience problems in the process of optimization,structures,tie-dye products service system,provide including tie-dye products services to private,Dali bai tie-dye online museum,tie-dye process online community services.Finally,the author found in the investigation on the production process of bai tie-dye in Dali that the existing process of "pattern design,plate making,printing,tie-flower making,dyeing and dismantling" takes too long time to design the pattern and plate making process.In order to improve the production efficiency of tie-dye products and better realize the customized tie-dye product design and production,the product design method is used to design products assisted with pattern design and printing,instead of the current pattern design and manual printing process.It saves 5 hours for each user's product experience,helps users' tie-dye offline experience,and provides personalized product services.In this study,brand planning and service design thinking are applied to build a complete brand image and service system of "shi shen" tie-dye by taking "shi shen" brand as an example and developing a new retail business model of "online + offline".Develop tie-dye products to improve production efficiency and user experience.The traditional tie-dye technology should be integrated with modern production and sales mode to attract local young people to engage in tie-dye production,so as to protect and develop bai tie-dye,which is conducive to the innovation of bai tie-dye products.