Ethnic Crafts Brand Building Impact Study Of The Factors

The 21st century, An increasing number of non-material cultural heritage are of the brink of extinction, Arts and crafts as a non-material cultural heritage, Facing the same dilemma. The study of the intangible cultural heritage have been more and more, but the craft has its own particularity. That is, they can produce handicrafts, and they are able to go to market and produce economic benefits, You can take the aparallel path of protection and development. So how to make crafts go to the market and to produce good economic results? Construction of the national handicraft brand is a good way. At present, research of national handicraft, Most stay in the national arts and crafts marketing research, lack of national crafts brand built-depth study in china.This paper first studies at home and abroad about building on the brand s;Then gave an overview of national arts and crafts at home and abroad on the path to the commercialization of research; Finally,compare the study of brand image of the model of abroad s, To carry out a preliminary study of the paper cushion. Then, respectively, from two angles to study the influencing factors of national crafts brand built。The one hand, internal factors, on the other hand the consumer factor.Influencing factors within the enterprise are mainly based on previous studies and my previous field research of national handicraft enterprises, Worked out factors to the national handicraft business operators scoring to identify the importance of these factors.Then, according to Bell's brand image model and Philip consumer buying behavior models, Constructed to build the brand impact of the national handicraft factor model assumptions, Get a consists of four, divided into 18 specific elements of the index system. Then, through empirical research, I use factor analysis to identify the impact of national arts and crafts of the main factors to build the brand, Validation through structural equation modeling to conclude that the importance of the various dimensions. Internal analysis of the factors affecting the results show that, in the process of building a national craft brands, The most important factor is the unique craft techniques, strong government support, adequate funding and other factors, The failure to establish brand the main obstacles is limited financial resources, lack of expertise in building brands, the lack of government support. Through factor analysis, National Crafts influencing factors of consumer brand building can be divided into four main categories:Product image, corporate image, price impact, promotion impact. Then through structural equation modeling confirmatory factor analysis results showed that four major categories of influencing factors, the product image dimensions most affected, followed by the price impact of the dimension, and finally the impact of corporate image dimensions and promotion dimension.Finally, according to the results of the above data analysis; make recommendations to the cases of national handicraft enterprises to build brands; then make recommendations to the entire nation Handicraft industry to build the brand from the internal factors affecting factors and the two aspects of consumer; finally, raise Deficiencies in this article and Continued research.