Research On The Development Countermeasures Of Qinhuai Lantern Industrialization

Folk art industry is an important part of the cultural industry,and it can promote the development of the cultural industry.The development of Nanjing culture industry is fast,and the value of the cultural industry is more than 5% in recent years,which includes the contribution of folk art industry in Nanjing,and the prosperity of the culture industry promotes the economic structure adjustment and social development of Nanjing.In 2008,the Qinhuai lantern was selected national intangible cultural heritage,as Nanjing higher visibility of folk art industry,its industrialization development has made certain achievements since the reform and opening-up,for the Qinhuai lantern industry itself,which respect historical culture and tradition and adapt to the needs of the development of market economy.As the most representative folk art industry of Nanjing,the success of industrialization development of Qinhuai lantern plays a leading role in Nanjing folk art industrialization development.However,Qinhuai lantern industry development is not sufficient,which is reflected in many aspects of enterprise scale,the number of employees,management mode and so on.In the survey of Qinhuai lantern industry,I find that the Nanjing local lantern market is occupied by nonlocal lantern products,and appears an embarrassing situation that is "local Lantern Festival,nonlocal lantern",The market share of Qinhuai lantern products is small,what's worse,it was pushed out by the modern technological products,so its situation of industry development is worrying.This paper is based on this,through literature review and field investigation,I have a preliminary understanding on the Qinhuai lantern industry development situation.On this basis,in order to promote the industrialization development of Qinhuai lantern and improve the overall competitiveness,through case analysis and industrial organization analysis paradigm,this paper discusses the existing problems in process of the industrialization development,combines with strategy thinking of the Qinhuai lantern industrialization development and finally proposes some suggestions for industrialization development of Qinhuai lantern from the four aspects,such as the ecological improvement of Qinhuai lantern industrialization development,personnel training,experience for reference and brand building.