Research On The Brand Building And Promotion Of The Intangible Cultural Heritage "ta Hu Zao Hua"

"Ta Hu Zao Hua" is a bright pearl in the intangible cultural heritage of Western Hunan and an artistic representative with unique national characteristics.As the base map of Miao embroidery,the former Dahu Gouhua was loved by the majority of Miao people.Nowadays,due to the influence of Hanfu and the impact of machinery instead of manual,the decline of demand makes it gradually lose its former glory.Today,although the government and the general public pay attention to it and gradually improve,the situation is still not optimistic.At present,most of the products are still in the category of Arts and crafts,which is not practical and has little market demand.The industry is in its infancy.Although there is a breakthrough in product development,the effect is not obvious due to the single form of presentation,high manual cost,and the price can not meet the popular demand.This topic is based on the extraction of the culture of "Ta Hu Zao Hua",to create a unique brand of chiseling technology,in order to expand the market of tapping tiger and chiseling flowers industry.According to the field investigation of the current situation of the cutting flowers by stepping on the tiger in the west of Hunan Province,and combined with the methods of literature investigation,field investigation and case analysis,the paper systematically analyzes and summarizes the artistic characteristics and patterns of "Ta Hu Zao Hua",integrates the artistic connotation of the cutting flowers by stepping on the tiger,and designs and creates the brand "Huake" of the cutting flowers by stepping on the tiger that infuses the modern design concept.Through the visual system design,APP interface design and derivative design of Huake brand,the purpose of promoting intangible cultural heritage culture "Ta Hu Zao Hua" is achieved.This paper attempts to pass on the cultural connotation of "Huake" brand image design to the audience,enhance the market competitiveness of the national industry in Western Hunan,provide new channels and considerable economic benefits for the industry,and provide assistance for the further promotion of Miao traditional culture in Western Hunan.