Research on the Development of Traditional Handicraft Industry in Heqing County Based on the SWOT-PESTEL Model

The traditional handicraft industry in Heqing County embodies rich ethnic culture and history, particularly the art of silver jewelry craftsmanship, which has been recognized as a national-level intangible cultural heritage, holding significant cultural and economic value. Nevertheless, the industry still faces challenges brought about by modernization and globalization, such as the disruption of skill inheritance, fluctuating market demand, and intensified market competition. This study employs the SWOT-PESTEL model to analyze the strengths of Heqing County’s handicraft industry in terms of policy support, cultural resources, and geographical advantages, while also identifying weaknesses including insufficient technological innovation, low industrial concentration, and a shortage of talent. To promote sustainable development, it is recommended to enhance policy implementation, cultivate leading enterprises, drive technological innovation, deepen the integration of cultural tourism, strengthen talent development, and raise environmental awareness. These strategies aim to provide theoretical support and practical guidance for the development of the traditional handicraft industry not only in Heqing County but also in other regions, thereby promoting the inheritance and innovation of Local traditional handicraft culture.