Research On Cultural Marketing Of Silk Brand Based On Customer Value

China is the largest silk producer and one of the largest country of silk consumption in the world.Silk is originally produced in China and it has seven thousand years of history.As the link of culture communication,the silk products show the Chinese culture to the whole world.Under such a background of market and culture,there is important and practical significance to analyze the external environment of silk consumer goods market,have a deeper understanding of the domestic customer perception of the silk consumer goods,make the brand-marketing strategy of domestic silk brand based on the culture communication,rebuild the competitive advantage of silk brand,and realize the sustainable development of domestic silk industry.The main work is described in details as follows:(1)The existing academic literature of silk marketing and cultural marketing was collated and analyzed,and we proposed that the cultural marketing is the important way to realize the differences of silk brands.Through the related research on cultural marketing,customer value,silk culture and silk marketing,the combination between silk marketing and cultural marketing was analyzed,and it was necessary to implement the cultural marketing in the silk industry.Several factors in the external market environment were described,and then the current situation of the competition in silk industry was analyzed with the five-force model.Moreover,the existing strengths and weaknesses,the opportunities and threats of the silk brand were analyzed based on the SWOT method.Therefore,we proposed that the silk brands should use the competitive strategy with differences to win the competitive advantage,because the cultural marketing is the important way to realize the brand differences.(2)A mixed method combining the qualitative and quantitative research was adopted on the customer value of silk products.The customer value of silk products was studied through a mixed method combining the qualitative and quantitative research.In the qualitative research,relevant investigation and research data is obtained from half-open interview investigation of consumers.Based on the use of theoretical methods,we encoded the interview investigation data and found the two main dimensions which were the customers’ perceived value and expected value.As for the perceived benefits of the perceived value,the sentimental,social and cultural values were directly related with the culture marketing,and it showed that the silk cultural marketing is very important and necessary.According to this,the mechanism model of the customer value was developed,and the relationship between the customer value and the culture marketing was built.Finally,the relationship among the customer perceived value,customer expected value and the corporate design value was discussed,and the conflict management of the customer value was analyzed by combining with some existed silk brands.On the base of the above-mentioned qualitative research of silk,the quantitative research was carried on according to the silk perceived value.2151 effective sample data were obtained through the questionnaire survey.It shows that the culture value of the silk products have the highest recognition with all the consumers,and there are some differences and correlation for the perceived value of different market segments.Function,apply,preference,society,price and fashion are six main factors which affect the silk consumption,which classify the whole consumers into three market segments with significant differences.Among the three market segments,the loyalist group is the main realistic target market,the unconcerned group and the reasonable group are potencial target market.(3)The implementation strategy of the culture marketing was proposed.Based on the conclusion of the research on the customer value,the culture marketing strategy of the silk brands was analyzed by combining with some existed silk brands.Three main sources of the culture orientation were determined,and the approaches were analyzed to develop the silk brand culture.Moreover,the implementation strategy of the culture marketing was discussed according to four aspects,which included aesthetic culture,emotion,tradition and knowledge.