Study Of Huishan Clay Figuirne Contemporary Inheritance Strategy Under The Vision Of Aesthetic Economics

Traditional handicraft is the quintessence of human history and culture, the accumulation of life experience and wisdom. With the development of society and technology as well as the revolution of human thought, the value of traditional handicraft has changed. Also, the current inheritance in contemporary society has declined with thesechanges.Because of the rise of aesthetic economic times, telling the public demands for Humanistic aesthetics, people has began to think about boredom of repeat and turned tolook back to the interest and richness of handicraft.As a typical case of traditional handicraft inheritance, Huishan clay figurine is looking for a turn between the boost of aesthetic economic and the crisis of inheritance.This paper is intended to basing on theory of aesthetic economic, from the perspective that sense of beauty creating value, it should be clear the key points of the inheritance of traditional handicraft value realization based on a large number of literature:under the brand, product, service and other economic power, to reinterpret the traditional aesthetic factors, and put forward the effective strategies. It explains the current inheritance problems of Huishan clay figurine through three field researches of Wuxi Huishan ancient town, China clay Museum, Huishan clay figurine factory and in-depth interviews with the Huishan clay figurine craftsman, the operators of Huishan clay figurines and social media related. At the same time, through the summary and analysis of cases in Japan, Europe, China’s Taiwan region, it provides the experience and the enlightenment. Combined with quantitative analysis, questionnaire survey, analyze and summarize the changes and state of aesthetic cognition and motivation of consumption in the mass view. With the research and analysis above, it develops effective strategieson product, marketing, communication.The author thinks that the product strategy is the foundation of Huishan clay figurine of contemporary inheritance and development, realizing the transfer content value.Marketing and communication strategies are to boost the expression of the nature spirit and aesthetic value.