Brand Construction Of Art Intangible Cultural Heritage In Commercial Transformation

As a genetic gene of traditional culture,art intangible cultural heritage has gradually fallen into an endangered dilemma under the impact of the rapid development of the commodity society due to its special craft attributes,and is facing the danger of fault.If the traditional culture represented by art intangible cultural heritage wants to survive under the background of modern industrialization,it must keep up with the development of the times and carry out reasonable commercial transformation.Brand building is an important catalyst for realizing the commercial transformation of intangible cultural heritage,especially in terms of product innovation and cultural communication.It can enhance the ability of intangible cultural heritage to integrate into modern society and increase the cultural added value of intangible cultural heritage in commercial transformation.It is an art category.The only way for the long-term development of intangible cultural heritage.Based on this,the research of this topic uses the relevant theoretical knowledge of brand construction to deeply analyze the characteristics of successful cases of art intangible cultural heritage brands,and then summarizes the brand construction strategy of art intangible cultural heritage in commercial transformation,and provides a new model for its commercial development..This article firstly conceptualizes the related concepts and commercialization of art intangible cultural heritage,and discusses the development status of art intangible cultural heritage;then,from the perspectives of culture,commerce,and art,expounds the role of art intangible cultural heritage in commercial transformation.Value,through data collection and research,analyzes the effectiveness and problems of art intangible cultural heritage commercial development,and points out that brand building is an effective way to realize the commercial development of art intangible cultural heritage;secondly,it summarizes brand building and art intangible cultural heritage commercial transformation Relationship and importance,combined with actual cases,analyze the shortcomings of art intangible cultural heritage in commercial transformation brand construction from four aspects: brand positioning,brand visual image,brand products,and brand communication.Through the case of excellent art intangible cultural heritage brands Analyze and summarize its characteristics,and then summarize the strategies for building intangible cultural heritage brands in fine arts: "constructing differentiated brand positioning,brand extension of" intangible cultural heritage + " thinking,shaping personalized brand image,and adopting multi-channel brand communication ",as the theoretical basis for further guiding the art intangible cultural heritage brand-Quanzhou lanterns.Finally,take Quanzhou lanterns as an example,analyze its cultural resources,extract cultural elements to pave the way for the brand visual image and product design of Quanzhou lanterns,and determine brand product positioning and use patterns through research and analysis of the market and target consumers.The design techniques of extension,function replacement,and pattern derivation are used to design related cultural and creative products,combined with Internet communication thinking,to realize the brand marketing strategy of online and offline two-way communication,thereby expanding the popularity of the Quanzhou Lantern brand.Through brand-level perspectives and methods,we have created Quanzhou lantern products with local characteristics,hoping to provide a strategic reference for local intangible cultural heritage brands.