| The General Secretary Xi Jinping stressed the importance of promoting the Chinese traditional culture at a meeting held recently, and the concept of core value is based on the Chinese traditional culture. It has been developed and inherited by the Chinese nation from generation to generation. It has long history, profound connotation and excellent traditional culture, and it is with distinctive ethnic characteristics. It is the crystallization of Chinese civilization for thousands of years. It is not dull, but flexible. It includes everything and it is the cultural essence of enlightened wisdom strain. The interest and wisdom that Chinese knot show up are the side of the ancient civilization of Han. It has been developed from being knotted and sewing in the Paleolithic Period to the account and etiquetteduring the Han. And it is a decorative craft today. Chinese knot is the representation of Chinese traditional culture, which can be easily recognized by foreigners, same as paintingandcalligraphy,sculpture,ceramics and dishes. Chinese knot is part of the Chinese traditional culture. We can realize the purpose of promoting the Chinese traditional culture by studying Chinese knot. Therefore, the study of Chinese knot is particularly important.Many scholars have studied the meaning and plaiting techniques of Chinese knot and they have obtained a very sound research. However, the analysis of the market of Chinese knot is extremely rare. This article focuses on Chinese knot’ market and uses an empirical analysis method on Chinese knot from the angel of the purchase intention, which acts on nostalgia and innovation. On this basis, research nostalgia and innovation about consumers in the north-south geographical differences(in Shanghai, Beijing-led). The results shows that: there is a significant difference between the South and the North; the South consumers’ insecurity and innovation on Chinese knots’ colors play a big part in purchase intention; the North consumers’ aloneness and innovation on Chinese knots’ application scope take a large proportion on purchase intention. According to the analysis of consumers’ purchase intention and geographical differences between the North and the South, there have solutions: the national market should be developed nostalgiaplatform, on differentiatedmarketing and market orientation used by nostalgia, established community and expanded innovative Chinese knot; Southern market should be designed by advertisingconcepts on insecurity and enhance Chinese knots with color innovation; Northern market should be designed by advertising concepts on loneliness and strengthen Chinese knots’ application... |
