Research On Shu Brocade,the Development Project Of Intangible Cultural Heritage

Since the 18th Party Congress,General Secretary Xi Jinping has mentioned cultural self-confidence on several occasions,conveying his cultural philosophy and outlook.Cultural confidence is the full affirmation and active practice of the cultural values of a nation,a country and a political party,and the firm confidence in the vitality of its culture.The development and protection of intangible cultural heritage is a strategic initiative to promote China’s outstanding traditional culture,and is an important part of carrying forward and strengthening cultural confidence.In order to achieve sustainable development in today’s society,intangible cultural heritage needs to improve its own development momentum and constantly strengthen its own adaptability and viability.At the same time,the intangible cultural heritage should be reasonably developed in the light of the actual local development situation,so as to convert the cultural resources present in the intangible cultural heritage into cultural capital and productivity,and promote the inheritance and protection of intangible cultural heritage.This paper takes the Shu brocade project development of W Group as an example,composes relevant literature and theories,adopts data analysis,research interviews,market analysis and other methods,through analysing the current situation and problems of Shu brocade,the macro environment of Shu brocade,market demand,target market and market positioning,proposes W Group’s product system,investment model,industrial chain development,brand system establishment,inheritance and policy support in the development of the intangible cultural heritage Shu brocade project.The project will be developed in a detailed manner,and a model for the industrial development of Shu brocade will be constructed,which will be a guideline for the later implementation of the project.This thesis is divided into six main sections to develop the research.The first part is the introduction,which introduces the background of this paper,the existing research on the development of intangible cultural heritage and the development of Shu brocade,and summarises the research ideas,research methods,logical framework and research contributions of this paper.The second part is the theoretical foundation,which mainly discusses the theories related to intangible cultural heritage,theories related to the integration of cultural tourism industry,theories related to tourism experience and theories related to brand building,providing theoretical support for the writing of this paper.The third part is an overview of the development of the Shu brocade industry,discussing the history,techniques and characteristics of Shu brocade,as well as analysing the current situation and problems of the Shu brocade industry,so as to make the development of Shu brocade projects more relevant.The fourth part is a market analysis of the development of Shu brocade by W Group,which introduces the situation of W Group,the main project developer,and also analyses the macro environment,market demand,target market and market positioning to provide a market basis for the subsequent development of the Shu brocade project.The fifth part is the core path of the Shu brocade project development,discussing in detail the construction of the Shu brocade product system,investment model,industrial chain development model,brand system construction method,heritage training and policy support,and proposing a feasible model for the industrialisation development of the Shu brocade project.The sixth part is the summary and inspiration,which summarises the whole text and also gives certain inspiration for the next step of intangible cultural heritage development.This paper summarizes the development model of the Shu brocade project by studying the development of the W Group’s Shu brocade project,and innovatively proposes the development of the Shu brocade industrial chain and the "Shu brocade+" cultural and tourism integration development method,spreading the culture and aesthetics of Shu brocade through the experience space,establishing an emotional bond with consumers,and providing a solution for the next development of the Shu brocade project.In addition,this paper provides a reference model and case study support for the industrial development of China’s intangible cultural heritage in a point-by-point manner.