Study on Paths for External Communication and Marketing Strategy of Shu Embroidery in the New Era

Abstract

As a treasure of Chinese traditional embroidery art, Shu embroidery has important artistic, cultural and social value. However, in the process of international market promotion, Shu Embroidery faces the challenge of external communication and marketing strategy. Therefore, it is necessary to display the unique charm and artistic value of Shu embroidery through multiple channels such as in-depth exploration of the cultural connotation of Shu embroidery, upgrading the brand, optimizing the industrial management and training professional talents, so as to enhance its global popularity and promote its spread and development in the international market.