| As one of the wonders of China’s intangible cultural heritage,the artistic value and historical and cultural value of Bianxi embroidery are indisputable.The arrival of digital era has changed people’s lifestyle,consumption mode and way of thinking,and the acceleration of modernization process and the intensification of modern market competition bring new challenges to the inheritance of Bianxi embroidery brand.In this context,the combination of traditional skills and modern market becomes an inevitable trend.How to make Bianxi embroidery brand better adapt to the development of digital era,adapt to market demand,realize inheritance and innovation has become a subject to be studied urgently.This paper firstly researches the history,culture and development status of Bianxi embroidery through research methods such as literature research method,field survey method and questionnaire interview method,analyzes the opportunities and challenges of traditional Bianxi embroidery culture inheritance in the background of digital era,so as to clarify the necessity and feasibility of Bianxi embroidery brand construction and digital innovation.Then,starting from the problems,status quo and reason analysis in the brand construction of Bianxi embroidery,combining the characteristics of digital era,the connotation of traditional culture of Bianxi embroidery and the case analysis of digitalization of non-heritage brand,summarizing the brand culture innovation method of Bianxi embroidery,exploring the digital heritage design strategy of Bianxi embroidery brand,proposing the new method of brand innovation design using Internet thinking and digital means,using the emerging technology means to play The brand culture value of bianxi embroidery,improve the competitiveness of bianxi embroidery brand in the market,and better adapt to the development of the times.Finally,the practical research is carried out with the brand design of Bianxi embroidery and digital innovation interpretation,in order to provide new ideas for the inheritance and development of intangible cultural heritage in the digital era.Bianxi embroidery brand design carries out design innovation and cultural inheritance on the basis of keeping the traditional cultural characteristics of Bianxi embroidery,and positions its design from the market demand.Firstly,in the design concept,in order to meet the aesthetic characteristics of modern market,Bianxi embroidery is innovated by combining tradition and modernity.Secondly,the brand image takes young people as the target group and takes into full consideration their preferences.Finally,we also innovate in the form of brand communication,combining the characteristics of Bianxi embroidery,displaying through digital form,using new media technology to promote the integration of Bianxi embroidery intangible cultural heritage and brand design,so that more people understand and love Bianxi embroidery,a traditional craft culture with a thousand-year history,and promote the protection and inheritance of China’s intangible cultural heritage. |
