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传统民间工艺品的制作技艺是各民族智慧的凝结,是历史文化资源的重要组成部分。从世界高端品牌的发展经验来看,传统工艺品具有的定制化、个性化、手工化特征正是奢侈品的核心特征,但是,由于在数量、价格、销售模式和制作工艺等方面与消费者需求存有偏差,中国传统民间工艺品的市场规模极为有限。本文在分析传统民间工艺品销售现状的基础上,分别从供给侧改革和需求侧管理两方面为传统民间工艺品的市场营销提供新思路。
Traditional folk crafts production skills is the condensation of all nationalities wisdom, is an important part of historical and cultural resources. From the experience of the development of high-end brands in the world, the customization, personalization and handcrafted features of traditional handicrafts are the core features of luxury goods. However, due to the fact that consumers are not satisfied with the demand for quantity, price, sales model and production process, There are deviations, the market size of traditional Chinese folk arts and crafts is extremely limited. Based on the analysis of the status quo of traditional folk handicrafts sales, this paper provides new ideas for the marketing of traditional folk handicrafts from supply side reform and demand side management respectively.