Research On The Miao Batik Industry In Xijiang Qianhu Miao Village Of Miao Ethnic Group Under The Background Of Experience Economy

With the rapid development of social economy and the improvement of national income,our country has entered the era of "experience economy" after product economy and service economy at this stage,ushering in a new journey of economic development.At this time,sophisticated consumers are no longer satisfied with the needs of basic material practicality,their subject consciousness is constantly improving,and they begin to focus on the spiritual level and the pursuit of individuation,focusing on identity,artistic accomplishment,aesthetic taste and other elements.Of course,the rise of this new fashion of consumption also makes "experience" gradually evolve into a kind of commodity,giving users rich pleasure and emotion,enjoyment has become its primary goal.In the face of this development and change,a large number of products are now consciously and deeply developed to meet the market demand in the era of experience economy,and cultural travel products are a typical one.At this stage,cultural tourism products in the era of experience economy,after receiving many new opportunities and challenges,not only gradually become the support for the economic development of many regions,but also further explore and utilize a large number of intangible cultural heritage resources with the rise and deepening of tourism.Among them,Qiandongnan Miao Village in Guizhou Province,which has been developed as a national famous tourist attraction earlier,has started to set up cultural experience Tours with its rich folk culture,and this trend is particularly obvious in the development of Miao batik industry.As a representative of China’s intangible cultural heritage,today’s Miao batik is no longer a simple craft in the past.With its unique ethnic group and interest,it is now developed as an experience project in the local area.At the same time,it has become a popular cultural product with various connotations such as historical development,social practice,production products and cultural symbols,and is undergoing industrialization operation.And it plays an extremely important role in the consumption market of cultural tourism.For consumers,they can obtain a certain degree of spiritual pleasure and emotional perception through consumption activities,and thus Miao batik experiential products immediately become the ideal choice for people at present.Therefore,it is of practical significance for the inheritance and development of intangible cultural heritage to pay attention to the study of this prominent local cultural phenomenon.Based on this research background,this paper takes the characteristics of the era of experience economy as the main line,selects the batik industry of the Miao ethnic group in Qiandongnan Miao Village of Guizhou Province as the object under this background,and combines the basis of field investigation to introduce the concept of experience economy and related theories,so as to conduct exploratory research on the development of batik products and batik industry in the era of experience economy.In fact,compared with the traditional state,there have been many innovations and changes in Xijiang Miao batik technology and identity functions.Taking the ontology changes as a starting point,this paper discusses how businesses with independent initiative promote the industrialization of Miao batik,an experiential-oriented product.As well as the further realization of the Xijiang local economic times of the question,become the focus of this research.Therefore,in accordance with the logical line of research basis,case analysis and final conclusion,this paper is divided into five chapters to discuss the detailed process of the experiential industrialization of Miao batik in Qianhu Miao Village of Xijiang.First of all,on the basis of combing literature and research materials,the relevant research status is analyzed,and the theories involved are defined,so as to consolidate the theoretical basis of this research.Secondly,based on the theoretical framework constructed by the experience economy system and from the perspective of businesses and enterprises,it focuses on the detailed design content of the planning,project,atmosphere,marketing and other aspects of the batik industry of the Miao ethnic group in Xijiang.Thirdly,based on the expression form of Xijiang Miao batik,the experience perception of the audience and the feedback adjustment based on the real opinions of consumers are discussed,thus forming a complete description of the industrialization process.Finally,on the basis of understanding the current development process of the batik industry of the Miao ethnic group in Xijiang,the importance and consciousness played by the merchants and enterprises are emphasized,and the relationship between the object and the experience economy is clearly clarified,so as to further forecast the transformation of the local economic times in Xijiang and provide a reference path for the production and protection of the intangible cultural heritage.