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论文编号：	7805
作者编号：	2120132921
上传时间：	2015/12/7 10:40:06
中文题目：	基于移动互联网的苏绣工艺品推广平台研究
英文题目：	The promotion platform study on Suzhou embroidery crafts based on mobile Internet
指导老师：	王芳
中文关键字：	苏州刺绣，工艺品，移动互联网，推广平台
英文关键字：	Suzhou embroidery, craft，mobile Internet, promotion platform
中文摘要：	在中华民族璀璨的文化发展史上，刺绣艺术一直占有着重要的地位，对刺绣形式的突破与创新也是我们作为艺术工作者永恒的研究课题。进入新世纪以来，社会媒体环境发生了天翻地覆的变化，特别是以网络和智能客户端为代表的新媒体发展，给包括传统刺绣行业在内的各个产业都带来了巨大的变化。新兴媒体的发展，使得销售环节不再那么锋芒毕露。销售也不再是单纯意义上的商品推销，而是转变为一种更加柔性和婉约的信息传播方式。在这种媒体环境之下，苏绣工艺品宣传推广和销售的转型迫在眉睫。 本文除了对苏绣艺术的探究之外更侧重于研究苏绣的推广平台。伴随着社会不断发展精神文明不断进步，东西文化的冲撞引起了整个工艺美术行业的巨大变革，无论从作品风格上还是推广手段上都发生了的变化，而苏绣的推广平台目前仍局限于行业展会和政府推荐采购，本文研究的一大目的就是要将现代移动互联网技术纳入苏绣的推广手段，更加迅速便捷地使苏绣艺术品走向大众。文章以苏州刺绣研究所为例进行推广平台的研究分析，通过发现目前存在的有关问题，提出相关优化方案，并依托移动互联网平台，结合发展预期，提出了未来一个阶段苏绣工艺品宣传推广的可行性平台。 最后总结出研究结论，包括：动态的移动互联网平台可以起到明显的推广作用，更多的互动将使得平台自身获得更多的关注，在促进购买行为形成的过程中起到重大作用；苏绣工艺品在移动互联网的背景下具备宣传推广方式柔性化、营销范围全球化、销售模式双向化的优势，在当前移动客户端和互联网、物联网的条件下，能够针对不同的受众人群进行实时、互动的宣传销售，相比传统意义上的媒体传播销售具有更强的针对性、定制性；在基于移动互联网的苏绣工艺品推广过程中，要遵循传统媒介与新兴媒体共用原则、整体原则以及精准化的交叉原则等。
英文摘要：	In the history of China splendid cultural development,embroideryart has always occupied an important position.For art workers like us, it has been a everlasting research project in order to get breakthrough and innovation in the form of embroidery art. After entering the new century, social media environment has changed dramatically, especially in the network and mobile apps.And those changes have impacted on various industries including embroidery industry. As the development in new media, sales process is no longer a active action and salesprocess is not just mean commodity promotion.It has transformed into a more flexible and euphemistic process of information dissemination.Under the media environment change,it is imminent to reform the traditional ways to sale and promote embroidery products. In this paper,there will be not only have research on embroidery art itself but also focused more on its promotion platform.?With?the?changes in the social development and spiritual civilization progress,the cultural collision between the East and west has caused a huge change in the whole arts industry in terms of work style and promotion strategies.The current promotional platform for embroidery art is still limited in trade show and government procurement.One purpose of this study is to apply modern mobile internet technology which is more convenient and efficient into embroidery promotion.In this paper,it will use Suzhou Embroidery Research Institute as an example to do the research analysis of Suxiu promotion platform.It will try find a optimization way in order to fix the current problems.And relying on mobile Internet platform and combined with the expected development,the paper will make a feasible proposal for Suxiu promotion platform. Finally,summed up the research conclusion, including: dynamic mobile Internet platforms have obvious promoting effect, more interactive will get more attention to the platform itself, and it plays a major role in the process of promote purchasing behavior.Under the background of mobile Internet embroidery crafts has flexibility, globalization, sales model of bothway advantages.Nowdays, with the condition of Internet, Internet of things, according to different target audiences in real time and interactive sales is allowable.Compared with the traditional media mobile Internet has more strong pertinence and custom.Based on the mobile Internet,in the process of suzhou embroidery crafts’ promotion , following the traditional media and new media sharing principle, whole principle and precision of the principle of cross, etc.
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