Page 13 - 農村巧藝：2018商品集錄

the stage of rural women's displaying their skills and self achievement. The works are only the handcrafts made of rural materials. As for the process of product commercialization, there is still space for progress. "Country Fine Handicrafts” program this time responds to the development foundation of each farmers’ association and is divided into three categories according to the development of the existing rural village arts and crafts products:
1. “Developing” Farmers’ Association: The products are to be developed and positioned. 2. “Advanced” Farmers’ Association: The products have been created but not commercialized. 3. “Mature” Farmers’ Association: The arts and crafts products have been commercialized. Based on the industrial characteristics of each Farmers’ Association, here the following development patterns are proposed:
I. The stage of “product development”: The skills, characteristics, and materials of the arts and crafts products are not clarified. Therefore, to provide the technology-assisting counseling (introduction of the professional teachers) and explore the local culture (collection of the local materials) in terms of the function development of the products and style creation is the key point at this stage.
II. The stage of “product positioning”: As the skills of the arts and crafts products are still being learned and there is no clear path for the following application and development, this stage focuses on assisting in recognizing and understanding the market need and developing the market positioning of the arts and crafts products in terms of the design application to life and the connection to the local affection.
III.The stage of “product branding”: As the arts and crafts products do not have the specific brand (naming) establishment, pricing strategies, and marketing strategies, this stage focuses on the introduction and operation of the concrete branding strategies to assist in product marketing and product characteristic establishment.
The following chart “Development Pattern of Country Fine Handicrafts Products” will illustrate the goals of the development of rural village arts and crafts in terms of the development characteristics and the prospects of each farmers’ association. The counseling jobs of each stage are proposed based on the different stages of the rural village arts and crafts development in each farmers’ association through the development thinking of rural village arts and crafts.
For the main considerations of this stage, the “developing” farmers’ associations should think about the discovery, choice, and application of the rural materials and combine the styling and functions. Therefore, they should choose the proper talents and technology to assist in the production and development.
Considering the products with the definitive choice of the materials, the “advanced” farmers’ associations should think about the value-added meaning of the products themselves and the connection to the local emotions, understand the application forms and market differentiation of the rural materials, and apply the design methods to assist in product commercialization.
For the development direction established before, the "mature" farmers' associations should coordinate with the proper stores and marketing strategies to enlarge the visibility of the rural village arts and crafts products and extend the value-added profits of the rural village arts and crafts products with local characteristics. Accordingly, to introduce the different enforcement strategies based on the farmers' associations at different stages will be able to assist with the development of the rural village arts and crafts products of each farmers' association, implement the counseling of each farmers' association in bringing rewards to the visible "profits" and invisible "foundation" to the villages and individuals, finally spread the local spiritual traits and upgrade the aesthetic living sense, and further establish each farmers' association's rural village arts and crafts brand with "local characteristics."
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