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From museum to market: marketing strategy for horse-tailed embroidery of Shui nationality
Abstract: Horse-tailed embroidery is the kind of traditional embroidery craft of the Shui nationality of China and it has been enrolled into the first list of the National Directory of Intangible Cultural Heritage and has been hailed as ¡°live fossil¡± for its significance in cultural archeology. The most importance for the value craft is, however, to protect, transmit and develop it by means of going to market. This paper gives the horse-tailed embroidery a SWOT analysis and comes up with some suggestions about how to make it marketed.
Key words: Horse-tailed embroidery the Shui nationality cultural brand marketing
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