| 从市场营销角度谈马尾绣新产品开发的必要性 |
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| 引用本文： | 张超,;朱晓君,;果霖,;徐人平. 从市场营销角度谈马尾绣新产品开发的必要性[J]. 数码设计:surface, 2014, 0(8): 114-116 |
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| 作者姓名： | 张超, 朱晓君, 果霖, 徐人平 |
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| 作者单位： | [1]贵州大学艺术学院,贵阳550003; [2]云南农业大学,昆明650093; [3]昆明理工大学工业设计系,昆明650093 |
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| 基金项目： | 2011年度国家社科基金艺术学项目贵州三都水族马尾绣艺术非物质文化遗产保护与开发研究（11CG126）;2009年度贵州省教育厅高校人文社会科学研究专项项目（09ZX013）;2010年贵州大学人文社科校级青年项目（GDWQ2010040）. |
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| 摘 要： | 为面临濒危的水族马尾绣非物质文化艺术遗产在当今时代承传与发展开辟新途经。通过大量田野调查和对马尾绣现有产品状况的分析，总结出水族古老传统的马尾绣“绝活”只有以市场为导向；以消费者需求为出发点；以现代高科技与马尾绣技艺特点等有机结合．在市场营销理论的指导进行现代旅游等产品的创新和研发。才能真正实现马尾绣非物质文化艺术遗产在当今时代环境下的生存与发展。从而承传优秀灿烂的水族古老文化技艺，丰富现代文化艺术与设计元素。
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| 关 键 词： | 营销 马尾绣 开发 必要性 |
Necessity of New Product Development of Horsetail Embroidery from Marketing |
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| Affiliation: | ZHANG Chao, ZHU Xiao jun, GUO lin, XU Ren-ping ( 1. Art Institute Guizhau University, Guiyang 550003, China ; 2. Yunnan Agricultural University, Kunming 650093, China; 3. Kunming University of Science and Technology, Kunrning 650093, China ) |
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| Abstract: | To face the aquarium horsetail embroidery endangered intangible cultural heritage in the modern era artistic heritage and passing to open up new development. Through a lot of fieldwork and analysis of the status of existing products horsetail embroidery, summed up the ancient tradition of the aquarium horsetail embroidery ＂skills＂ Only market-oriented; consumer demand as the starting point; modern high-tech features and other organic horsetail embroidery skills combined, in guiding the conduct of modern marketing theory tourism product innovation and research and development. In order to truly achieve horsetail embroidery non-material cultural and artistic heritage of the survival and development of the environment in today＇s era, so splendid heritage of outstanding aquarium ancient culture techniques, rich culture and art and modern design elements. |
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| Keywords: | marketing horsetail embroidery development necessity |
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