Market Research Report Of "Ya Luoye" Dong Brocade Brand In Hunan Province

In recent years,with the deepening of China's economic development structure transformation and the goal of building a well-off society in an all-round way,promoting the economic development of ethnic minority areas has become one of the key contents of the "targeted poverty alleviation" policy.The development of ethnic industries based on minority people and rooted in minority culture is a new measure of economic development in poverty-stricken ethnic minority areas,among which the development of ethnic minority characteristic product brands is the current theme of industrial development in ethnic minority areas.However,the development of minority industries is not always smooth.Due to the limitations of regional culture and slow update of product design,it is difficult for minority brands to form their own influence outside the region.Therefore,on the basis of the investigation project of cultural and creative resources of ethnic minorities in Wuling mountain area,this research report takes "Ya Luoye" dong brocade brand in Tongdao county of Hunan province,which has been established for nearly ten years,as the object.Through in-depth interview,questionnaire survey,literature research,field research and other methods,the development status of "Ya luoye" dong brocade brand is investigated and studied to understand the development concept,technical innovation and product form of the brand.The market environment of "Ya Luoye" dong brocade brand was investigated from multiple dimensions to understand the market acceptance of the brand and the attitude and view of minority products.And deep understanding of the government personnel,related enterprises and ordinary people different opinions about the minority innovative design.Through these methods,the data needed for the research were obtained directly or indirectly,and the problems in the management activities and product design of "Ya Luoye" dong brocade brand were found in combination with the market development requirements,and the development potential of dong brocade brand was explored in the modern brocade market.Finally,several feasible Suggestions and countermeasures are put forward from the aspects of "Ya Luoye" dong brocade brand itself,minority industry and government,etc.,to promote the perfection and brand communication of "Ya Luoye" dong brocade brand products.Through this investigation and research,I believes that "Ya Luoye" dong brocade brand not only needs sustainable development in product design,but also needs the person in charge of the brand to adjust the brand development concept accordingly,change the previous too conservative brand development concept,and optimize the brand production chain.On the basis of increasing the attention to dong brocade,the government and the public need to provide more convenient policies for dong brocade industry,build strong local regional brands and create the cultural atmosphere of dong brocade.