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南京云锦拥有灿烂悠久的文化历史,自古以来一直被作为皇家御用丝织品。然而随着社会的进步,大众审美观念的变化,南京云锦的市场价值开发似乎陷入了尴尬的境地。本文从南京云锦所处的营销环境出发,运用改进的SWOT分析法,对云锦面临的经营环境进行了深入研究,在此基础上为其未来市场价值开发提出创新性建议。结合互联网思维,着重研究如何在全球化时代下进行文化价值创新开发和推广,从而为云锦市场注入新的活力,培育云锦经济新动力。
Nanjing Brocade has a splendid and long history of culture, since ancient times has been used as the Royal Queen silk. However, with the progress of the society and the change of the aesthetic concept of the public, the development of the market value of Nanjing Brocade appears to be embarrassed. Based on the marketing environment of Nanjing Brocade, this paper makes a deep research on the business environment Brocade faces by using the improved SWOT analysis method. Based on this, it puts forward some innovative suggestions for its future market value development. In combination with Internet thinking, it focuses on how to develop, promote and promote cultural value innovation in the era of globalization so as to inject fresh vitality into Yunghu Jin market and cultivate a new impetus for Yunjin economy.