Research On Brand Marketing Strategy Of Pingding Carved Porcelain Intangible Cultural Heritage

Pingding carved porcelain has a long history.It has been revitalized since it was developed and restored in the 1960 s.It enjoys a national reputation and once became a synonym for Pingding ceramics.Pingding carved porcelain is mainly made of black glaze engraving,with the technical characteristics of humble massiness,simple and dignified,warm and full.It is made by pure hand using the "wet process" process,with distinct local and cultural characteristics.It is a treasure of traditional Chinese ceramics.However,with the development of economy and social progress,the competition among Chinese enterprises is becoming more and more fierce,and intangible cultural heritage as Pingding carved porcelain is also facing an unprecedented crisis.To fully understand the significance of brand,and to carry out brand construction,management and marketing through enhancing brand value,enhancing brand image,expanding brand sales and promoting brand communication are of great importance to the protection and development of the intangible cultural heritage as Pingding carved porcelain.Taking Pingding carved porcelain as the research object,collect and sort out concepts and theories such as intangible cultural heritage,brand,4P theory,SWOT analysis,brand life cycle theory and brand marketing strategy through literature research.Conduct field research and grasp the development status of Pingding carved porcelain products and the company;The 4P theory is used to explain the current situation of Pingding carved porcelain from the aspects of product,price,channel and promotion.SWOT analysis is used to analyze the marketing status of Pingding carved porcelain intangible cultural heritage brand from four aspects: advantages,disadvantages,opportunities and threats.Put forward innovative products,improve product quality,build brand culture,shape brand personality,expand experiential marketing,integrate development with tourism,improve brand design and using new technology,new media brand communication.In order to expand the brand awareness,enhance the market competitiveness of products,better protection and inheritance of Pingding carved porcelain intangible cultural heritage.