Research On The Protection Of Traditional Furniture Making Skills And Brand Management Strategy

At present,most traditional furniture enterprises in China do not pay enough attention to brand management and internal management in the contemporary political,economic and social conditions.The role of marketing function in commanding and integrating other functions of enterprises is not fully understood.Scientific and reasonable brand strategy is not formulated,and the importance of scientific management and Internet communication is ignored.As a result,the traditional furniture market is facing the public The attraction is not high,the product audience is small.Taking the traditional furniture enterprises as the object,building a scientific and reasonable brand management system of furniture enterprises has important practical significance for the sustainable and healthy development of traditional furniture enterprises.Secondly,today's traditional furniture production technology protection is not perfect,with the older generation of practitioners slowly out of the historical stage,whether the technology can be firmly inherited is still a problem.Therefore,it is of great significance to explore the protection and echelon construction of craftsmen and inheritors for the preservation and development of traditional furniture making skills.Based on the protection and inheritance of traditional furniture making skills,this paper discusses the problems in the background of enterprise brand management strategy and the connotation of traditional furniture making skills protection.Firstly,it systematically combs and summarizes the elements of traditional furniture and brand management,clarifies the relationship between traditional furniture production technology protection and brand management mode,and clarifies the research scope and content.Secondly,it analyzes the current situation of brand management and skill protection of the company,puts forward problems based on the current situation,and then summarizes the main problems of traditional furniture brand management and skill protection through the analysis of personality to commonness.Based on this,the paper puts forward the reasonable strategy of heritage technology protection and brand management.Firstly,the research background and significance of this topic are explained in brief language,and the current traditional furniture research and brand related concepts are combed,and the relationship between traditional furniture production technology protection and brand management is discussed based on this.Secondly,the case analysis is carried out by means of field investigation to summarize the current situation of brand management and the problems existing in the technology protection of the brand.Starting from the case,this paper analyzes the main problems of traditional furniture brand management and skill protection.Then,under the guidance of the brand marketing theory,according to the actual problems,it formulates strategies covering furniture production technology protection,brand positioning,brand promotion and visual communication.