Research on the Brand Building of Xiangxi Tujia Brocade

Abstract

With the development of social economy, Tujia brocade non-legacy products cultivated under the influence of non- legacy culture have unique characteristics of minority cultures. This paper investigates the changes of current consumption groups, consumption purposes and consumption concerns of Tujia brocade. Taking Tujia brocade as an example, this paper analyzes the potential innovation of cultural creativity and designs cultural creative products with the characteristics of the times. Relying on the cultural characteristics and tourism advantages of Xiangxi, we should highlight Tujia brocade products, dig deep into Tujia brocade culture, and create and upgrade different Tujia brocade product identities. Based on the perspective of rural revitalization, this paper analyzes the problems existing in the process of brand building of Tujia brocade, and transforms Tujia brocade into a research on shaping the brand direction of youthfulness.