The Cultural and Economy Value chain management of Yangjiabu Kite

Abstract

This research provides an in-depth examination of value chain management within the context of the Yangjiabu kite in Weifang, China, with a particular focus on its role in promoting cultural innovation and economic sustainability. Grounded in the fundamental idea that innovation is essential to the preservation of traditional handicrafts, the study proposes the application of value chain management (VCM) as a strategy to enhance the quality and production processes of the Yangjiabu kite. Employing a mixed-methods approach—comprising document analysis, interviews, observation, and economic and market analysis—the research reveals that the kite-making process has been adapted to align with modern market demands through the integration of innovative design, local knowledge, and material suitability. Moreover, regional culture has been embedded into the historical and environmental context of the kite's production.

The newly developed products possess distinct marketing attributes, including cultural value, emotional engagement, creativity, material applicability, aesthetic appeal, market potential, craftsmanship, commercial packaging, and practical usability. Consumer feedback indicated a high level of satisfaction regarding emotional experience, innovation, symbolic meaning, local characteristics, purchase feasibility, craftsmanship, form, functionality, and cost-effectiveness. Economically, micro-level analysis showed that the newly developed products could potentially increase average monthly visitor traffic by approximately 50.34%, selling prices by around 50%, and average monthly sales by approximately 125%, despite a production cost increase of about 37.5%.