Research On The Development Strategy Of Zhuxian New Year Wood-block Prints Industry From The Perspective Of Embeddedness

With the development of China’s social economy and the gradual satisfaction of people’s material conditions,the demand for spiritual life is also increasing.This transformation puts forward new and higher requirements for the development of China’s cultural industry.As a national intangible cultural heritage,Zhuxian Town woodblock New Year pictures play an important role in the development history of Chinese woodblock New Year pictures.However,in recent years,due to the rise of mechanized offset New Year pictures and the transformation of social customs and concepts,the development of wood block New Year pictures industry in Zhuxian Town is facing many difficulties,which urgently needs the attention of all walks of life.By combing the relevant literature,this paper places Zhuxian Town woodblock New Year picture industry in the context of cultural industry.Firstly,it analyzes the basic characteristics of cultural industry,which mainly has strong economic attributes,the main path of development is industrial chain operation,the main driving force of development is innovation and talent agglomeration,and the industrial support system is an important guarantee.Secondly,based on the embeddedness theory,this paper constructs a four-dimensional analysis model of industrial network embeddedness,cultural embeddedness,social relationship Embeddedness and spatial embeddedness for the development of cultural industry,and analyzes the embeddedness effect of the development of cultural industry.It is found that the intensity of embeddedness is very important to the development of cultural industry,and excessive and insufficient embeddedness will hinder the development of cultural industry.It further analyzes the impact mechanism of embeddedness on the development of cultural industry,and summarizes that industrial network embeddedness affects the industrial chain and support system of cultural industry,cultural embeddedness affects the construction of cultural industry innovation environment,social relationship embeddedness affects the agglomeration of cultural industry talents,and spatial embeddedness affects the spatial layout of cultural industry.Third,through the combination of on-site investigation and literature collation,this paper summarizes the development process of Zhuxian Town woodblock New Year picture industry and the current situation and characteristics of Zhuxian Town woodblock New Year picture and New Year picture industry.It is found that there are some difficulties in the development of wood engraving New Year picture industry in Zhuxian Town,such as low degree of industrialization,poor innovation ability,closed talent training system,poor industrial space linkage efficiency and so on.The reasons for the difficulties are explained by using the embeddedness theory.Fourth,combined with the relevant requirements of embeddedness,it is proposed that the wood engraving New Year Painting industry in Zhuxian Town should make corresponding adjustments in the mining and utilization of cultural resources,talent training,industrial integration,industrial support system,industrial space optimization and so on.Finally,the conclusion,innovation,deficiency and Prospect of the whole research are summarized.Combined with the embeddedness theory,this paper studies the development difficulties and Strategies of Zhuxian Town woodblock New Year picture industry,expands the theoretical perspective of the development of traditional cultural industry,provides practical suggestions for the development of traditional Zhuxian Town woodblock New Year picture industry,and also provides reference for the research of other similar industries.