Research on Traditional Handicrafts and Strategy of Building Brand Tourism——Taking Chinese Miao Silver Jewellery Crafts as an Example

Jiangwei Lu(Faculty Of Creative Industries, City University Malaysia)
Bin Yaacob Husaini(College Of Art And Design, Quanzhou Normal University)

Abstract

With the continuous improvement of material life, the tourism market is hot, this paper on traditional handicrafts and brand tourism as an entry point for in-depth analysis, as we all know, Miao silver jewellery is famous at home and abroad, but the lack of branding has become a pain in the neck for its continued survival and development in the new era of innovation. The construction of the brand has become a necessary way for the Miao silver jewellery to continue to survive and develop in the new era. However, due to the limitations of the resources and conditions of the Miao silver jewellery producers and operators, they cannot form a brand image quickly and effectively in a short period of time by their own strength alone. In addition, the production and operation of Miao silver jewellery is not only the operation of products, but also the operation of culture and tourism, so it is a fast and effective strategy for the construction of the Miao silver jewellery brand by combining the study of the tourism culture and the operation of the production and by combining the different producers.

Keywords

Slver jewellery; Tourism market; Brand building; Miao, China

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DOI: http://dx.doi.org/10.26549/jsbe.v7i2.20471