The Brand,Trademark And Advertising Of Folk Handicraft Industry In Tang And Song Dynasties

During the Tang and Song dynasties,with the continuous refinement of the division of labor between agriculture and handicraft industry,the personal attachment relationship was relatively loose;the improvement of the imperial examination system paved the way for the further development of the cultural industry,in this case,the production scale and production technology of ink and paper and inkstone have been greatly developed.After the middle Tang Dynasty,the private handicraft industry carried on the advertisement propaganda activity because of the development management,appeared the market brand positioning and the trademark embryonic form.This paper takes the ink-making and paper-making industry in the Tang and Song dynasties as the center,and uses the sociological method to divide the ink-making and paper-making industry into two brand management modes: family brand and local brand.The first part: Taking the ink-making industry in the Tang and Song dynasties as the center,combing the historical process of the production center of the ink-making industry from the Tang and five dynasties to the two Song dynasties from the north to the south.In the process of inking industry moving southward,the ink makers who take the family as the center to carry on the industry transfer are especially worthy of attention.This paper takes the family brand as the main research object,combs the ink producers in the Tang and Song dynasties period,analyzes its production and management mode,and concludes that most of the ink producers in the Tang and Song dynasties have the home inherited business mode,thus forming the emergence of the family brand management mode.The improvement of ink making technology,the shaping of ink brand culture and the promotion of ink advertising have made us see the prosperity of ink making industry and its main propaganda mode in Tang and Song dynasties.In addition,the literati group as the main consumer of ink is constantly shaping the brand ink,forming the brand ink super-brand effect,you can see the brand building,shaping and dissemination process.The second part: The paper-making industry in the Tang and Song dynasties was mainly taken as the center to analyze the development of the main production areas based on local resources.From the Tang Dynasty,the relevant records gradually focused on the paper production,not only limited to the quality or characteristics of paper.This phenomenon of replacing paper quality or characteristic requirements directly with local paper has promoted the rise of local brands.A survey of local brands and their subordinate sub-brands in the Tang and Song dynasties shows that the relatively fixed phenomenon of the separate naming,size,thickness,color and pattern of the sub-brand paper already has the significance of branding.In the process of the continuous construction of sub-brands,local manufacturers make technical,color and size exclusive distinctions for their paper products,and consumers are constantly accepting the brand,and a large number of notes and poems show the literati's preference for local brand sub-brands.In addition,in the process of brand culture being established,the paper industry gradually turns from the simple shaping of brand culture,that is,increasing popularity and sales to the pursuit of their own identity.In Sichuan region,from the early local Xue Tao to the late field of Cai Lun,gradually formed the phenomenon of worship of industry gods.This paper analyzes the two major brand management models of family brand and local brand by examining the inking industry and paper industry in the Tang and Song dynasties,and can view the diversity of economic development and social operation in the Tang and Song dynasties from many angles.