The Innovation And Exploration Of SHU Embroidery And SHU Brocade Tourism Souvenirs Design

In recent years, China’s tourism industry is developing rapidly, the tourismeconomy has continued to grow,"tourism" has become one of the hot topic at one’sleisure, whether we choose what kind of travel mode, is to be going a package tour ortravel independently, we always meet the thing of buying tourist souvenirs, on one hand,is to buy for themselves, characteristics of tourism souvenirs as a souvenir or collection;on the other hand, is to present the relatives and friends. But let visitors feel regretful is,compared with foreign, domestic tourism souvenirs have very big difference, in thedesign, quality and packaging, in terms of design, in terms of quality, in terms ofpackaging, that is to say, as a high value-added industries of the tourism industry, thedevelopment of domestic tourism souvenir market appears the situation of"malnutrition", which formed the lopsided developing between the tourism souvenirsand tourism industry. As a rich tourism resources, there are5places in Sichuan Provincewas listed as a world natural and cultural heritage, ranked second in our country.However, the souvenir industry development of our province like most of the city andregion, there are the same problems, that is, the most tourism souvenirs are lack offeatures and creative, product value is too single, quality rough, simple packaging etc.,coupled with the lack of brand image and packaging, this makes a lot of SichuanProvince with regional and national culture characteristic product unable to establish therelationship between supply and demand and tourism public good. SHU embroidery,SHU brocade products is one of them. In May20,2006, SHU embroidery, SHU brocadehave to be included in the list of the first batch of national intangible cultural heritage,therefore, protection, inheritance and development of SHU embroidery, SHU brocadetraditional culture is a very difficult task.In this paper, through the concept analysis of the SHU embroidery, SHU brocadetourism souvenirs, we clarify the commonness and individuality of products andtourism souvenirs, and the relation between the two; We defined the SHU embroidery,Sichuan brocade products as tourism souvenirs conditions; At the same time, we hadinvestigated on Sichuan tourism souvenir market, and realized the development statusof SHU embroidery，SHU brocade tourism souvenirs at present, and we had carried outa feasibility analysis to the SHU embroidery, SHU brocade tourism souvenirs design innovation, In the final, we summed up the specific measures of innovative design SHUembroidery, SHU brocade tourism souvenirs design innovation.It has a very important significance to research on this topic, on the one hand, theresults of the study can protect, inherit and carry forward the intangible cultural heritageof SHU embroidery, SHU brocade; On the other hand, a certain role in promoting thedevelopment and design of Sichuan tourism souvenirs; at the same time, can alsoimprove the tourism shopping industry, further promote the depth development ofSichuan tourism.