Study On The Place Branding Creating And Growth Path Of Sani’s Embroidery In Shilin County.Yunnan Province

Regional brand as a significant regional image representative can be effectively separated from other regions of consumer relations so as to improve the competitiveness of regional economy.In the context of globalization,intangible cultural heritage is almost coerced into the sequence of industrial development,because of the regional and cultural nature of the intangible cultural heritage of handicraft.Its unique economic value and brand property cannot simply equate industrial development with commercialization,and it is a good way to use regional brand construction to promote the productive protection and industrial development of handicraft intangible cultural heritage.Using the regional brand theory,the author adopts the method of field investigation,literature,questionnaire and case analysis,taking the Yi nationality embroidery of the intangible cultural heritage in Shilin County of Yunnan Province as a case study,tries to interpret the formation and growth path of regional brand in the process of embroidery industrialization development.From the earlier "Stone and Baotou" industrial layout began,the spread of the embroidery with the tourism development,embarked on the industrialization road.The development of the road,but also the process of branding in the region,in the process of brand generation and growth,the industrialization of the production of Isaac Embroidery reached a high level,become the national embroidery industry,especially the minority embroidery industry model.The research of the brand generation and growth path of the embroidery area can provide reference for the industrialization development of the handicraft intangible cultural heritage,and also can provide the empirical case for the regional brand theory system.This article consists of introduction,body five chapters and epilogue.The introduction part mainly introduces the origin of the research and the significance of the topic,from the research on the formation mechanism and the growth path of the regional brand of non-material cultural heritage and the related research of Sani embroidery.The author has introduced the cultural ecological environment of the Yi people and carried out the investigation after entering the farm.The research methods used in this paper And the connotation of regional brand theory.The first chapter elaborates the development status of the Sani embroidery industry in China,the position in the domestic embroidery industry,and expounds the regional economy,the supply of human resources and the market demand of the industry of the Sani embroidery.In the second chapter,it is the foundation of the brand recognition to analyze the technology of the Sani embroidery and its unique artistic features and cultural connotations from the angle of art.The third chapter narrates mainly the production of the Sani embroidery industry cluster,and under the intervention of the government,through the prize and the success of the embroidery,it made the embroidery of Sani into the national authoritative discourse system and contributed to the formation of the regional brand of Sani embroidery.The fourth chapter describes mainly the quality control and brand communication of Sani people’s growing regional brand.The fifth chapter reflects on the existing problems in the growth of regional brand,and puts forward the promotion path of brand growth.Through the research,this paper holds that: local cultural resources,regional space economy is the key factor of regional brand formation.In the process of regional branding,the spontaneous production and operation of the private sector,gradually forms industrial groups;the government has successfully application for world Heritage to promote the brand to enter the mainstream economic vision.after the bottom-up collaborative construction,the pluralistic power has shaped the Sani embroidery region brand.The Sani people control the quality of products and through various ways to further the spread of the brand,regional brand reputation for further improvement,and to grow.Finally,the paper analyzes the problems existing in the growing process of the brand in the Sani embroidery region,and proposes the way to solve the problem,including the behavior regulation of the brand holder and the connotation of the brand culture.Take the government as the leading pluralistic force to cooperate with the brand development planning and marketing communication,establish the risk control mechanism.