International Social Science Journal (Chinese Edition)

No.1, 2019

The status quo and future of the handicraft in the Dashilar area: the perspective of cultural creativity (Abstract)

Zeng Fanmu

The handicraft in the Dashilar area as old neighbourhood faces challenges and opportunities in the modern commercial circumstances. It has clear structural shortcomings, but can be modernised with the help from cultural creativity. For such reasons as adhesion to traditional model, it is difficult for the handicraft to respond to and survive the changes and challenges of modern market. It is short of management philosophy of modern enterprises, modern financial capacities, and modern marketing techniques. However, there are also some craftsmen who have succeeded in expansion and transformation with modern management ideas. They show strong market adaptability. In the mean time, there are also some bigger firms that have entered into the field to build platform for promotion and marketing, which enables craftsmen to contact with more consumers and expands sales.