Research on Innovative Design of “Intangible Cultural Heritage” Bamboo Products

Based on the in-depth research on the innovative design of China's “intangible cultural heritage” bamboo products (mainly in Hubei), the cultural connotations of national tradition embodied in bamboo art is excavated from perspectives of decoration theme, modeling, texture, material selection and processing; including aesthetic taste, value orientation, material, spiritual and artistic. After that, the comparative analysis of modern aesthetic concept and traditional art is conducted to find the combination point. By means of concrete practice, the application as well as innovation of traditional bamboo art resources in the design of modern bamboo products is discussed, so as to manifest essence of traditional bamboo art through modern design means and forms, integrate it into modern life, and realize the innovation of traditional skills and the inheritance of national culture. Market Status of “Intangible Cultural Heritage” Bamboo Products As mentioned in Su Shi's In Qianseng Lvyun Pavilion, "Would rather live without bamboo than eat without meat." This shows that bamboo is indispensable in Chinese national culture since its spirit has been affecting Chinese people. China enjoys abundant bamboo resources, so bamboo products have existed for thousands of years in people's daily life. Considering that the production methods and product performance of “intangible cultural heritage” bamboo products are still remained at a relatively traditional level, so the production quality and quantity of products cannot meet the needs of modern people. Most of China's “intangible cultural heritage” bamboo products are made through bamboo weaving, carving and other production processes, and there is no bamboo brand featuring “intangible cultural heritage” technology in current sales of e-commerce and physical bamboo products. Meanwhile, the survey also found that many consumers have misunderstandings about bamboo products because they believe that bamboo has defects such as deformation, cracking, insects and mold. In fact, such material defects can be solved by the process of cutting, stripping, weaving, splicing, etc. At present, China's “intangible cultural heritage” bamboo products shall shape the brand image for themselves, master the innovative design of bamboo products, identify market positioning, and change consumers' misunderstanding that “bamboo is inferior to wood”. Research Significance of Innovative Design of “Intangible Cultural Heritage” Bamboo Products The 19 National Congress of the Communist Party of China puts forward the grand goal of “accelerating the reform of ecological civilization system and building a beautiful China”, and the guidelines for “promoting green development, focusing on solving outstanding environmental problems, strengthening the protection of ecosystems, and improving the supervision system of ecological environment.” With abundant bamboo resources, China has broad application prospects and market space of taking bamboo as a sustainable development material. Bamboo has been widely used in all aspects of people's lives since ancient times. As the crystallization of labors’ 4th International Conference on Social Science and Contemporary Humanity Development (SSCHD 2018) Copyright © 2019, the Authors. Published by Atlantis Press. This is an open access article under the CC BY-NC license (http://creativecommons.org/licenses/by-nc/4.0/). Advances in Social Science, Education and Humanities Research, volume 281