金坛刻纸的创意营销
目录
1.2.1政府搭台，优化发展环境………………………….. 3
1.2.2创新载体，积极拓展市场………………………….. 3
2.营销创新的相关理论基础……………………………………. 4
3.民间手工艺营销创新现状及存在问题…………………………… 6
3.1.2盲目促销，缺乏营销规划………………………….. 6
3.2金坛刻纸营销创新存在的问题……………………………. 6
4.金坛刻纸营销创新模式的构建………………………………… 7
4.1金坛刻纸营销方式的创新……………………………….. 7
4.2金坛刻纸营销组织的创新……………………………….. 9
摘要：
中国传统的剪纸艺术凝聚着中华民族几千年来的历史和文化。它就地取材，质料便宜，不需精雕细琢自有其风趣，令人百观不厌，深受广大人民的喜爱。近年来，中国掀起“非遗”的高潮，剪纸也迎来了“春天”。提倡在通俗价值观上嫁接前卫设计思想项目展示了另一种探索创意设计产业的思路和运作模式。它并不一味谋求先锋姿态，而是提倡在通俗价值观上嫁接少量的前卫营销思想；它不是要创造一个割裂历史的审美范畴，而是把中国传统手工艺视为生发创意的源头；它要用现代设计理念拆除传统手工艺的藩篱，使金坛刻纸国际一点商业一点。
本文运用金坛刻纸营销创新模式的构建、营销方式的创新、营销组织的创新等市场营销理论，全面分析造成金坛刻纸业陷入困境的原因，研究如何走出低谷的正确营销策略，这将对充分发挥金坛刻纸业的国家竞争优势，增强刻纸产品的国际竞争力使金坛刻纸业再创辉煌，并推动世界刻纸消费的增长和世界刻纸贸易的发展具有重要的现实意义。
关键词：金坛刻纸、创新、营销
Abstract：The traditional Chinese paper-cut art embodies the Chinese nation for thousands of years of history and culture. It use local materials, the material cheap, do not need to cast its own funny, can view and was deeply loved by the masses of the people. In recent years, China has lifted the climax of \”intangible\”, paper-cut also ushered in the \”spring\”. Advocates in popular values on grafting avant-garde design project shows another train of thought and the creative design industry operation pattern. It is not blindly seek posture, but a small amount of avant-garde advocates in popular values on grafting marketing idea; It is not to create a split the aesthetic category of history, but the source of Chinese traditional handicrafts as a germinal idea; It with modern design concept demolition of traditional handicraft barriers, that little bit of jintan engraved paper international business.
Tan carved paper marketing innovation model in this paper, with the building, the marketing way of organization innovation, marketing innovation, market marketing theory, a comprehensive analysis of the causes of jintan engraved paper troubled, study how to get out of the trough the correct marketing strategy, this will tan carved paper to give full play to the national competitive advantage, and enhance the international competitiveness of paper products make jintan engraved paper again, and promote the world carved paper consumption growth and the development of world trade paper cutting has important practical significance.
Keywards: Jintan engraved paper、innovation、marketing
