Research On The Marketing Strategy Of G Lacquerware Company Based On ST

Dafang lacquerware is the representative handicraft of the local Yi lacquerware decoration skills in Dafang County,Guizhou Province.It has a history of 600 years and was included in the national intangible cultural heritage list in 2008.However,due to the lack of core products and backward marketing methods,it is facing the dilemma of development and inheritance.This paper selects Dafang County G Lacquerware Company as the research object,uses literature research,survey interviews,case analysis and other methods,in the process of field research,summarizes the problems in the company’s product sales,first uses PEST,Porter Five Forces Model and other theories are used to analyze the marketing environment of G lacquerware company,and then use SWOT analysis to analyze G lacquerware company from four dimensions.Specific issues such as unfocused product selection,imperfect pricing mechanism,lack of diverse sales channels,and inadequate promotions are put forward in a targeted manner,and finally put forward guarantee suggestions for implementing new strategies from three aspects: organizational guarantee,material guarantee,and human resource guarantee.,in order to be able to propose new marketing strategies for the current problems of G Lacquerware Company,increase sales,help the company to further develop and grow,and also play a certain role in the protection and development of Dafang Lacquerware.The research on the marketing strategy of G Lacquerware Company provides a case for the research on Dafang Lacquerware,and it also has certain reference significance for the protection and inheritance of other intangible cultural heritage in Guizhou Province.