Study On Brand Strategy Of Straw Braided Industry In Xinhe Town,Pingdu City,Shandong Province

In recent years,under the external environment of rising trade protectionism,sluggish world economy and shrinking global market,the domestic handicraft industry,mainly processing trade and export,faces severe challenges in its development.The processing mode of "world factory" without the support of independent brands makes the development of the industry in a position controlled by others,lack of core competitiveness,and lack of ability to resist potential risks in market operation.Therefore,in view of the actual situation of these traditional handicraft industry clusters,how to promote their realization of OEM to brand strategic management,occupy the upstream position of the industrial value chain is urgent to think.In the face of this problem,under the leadership of the town government,the straw braid industry in Xinhe Town actively implements the brand strategy of industrial group upgrading,and strives to enhance the market competitiveness and help enterprises out of the development predicament.In this paper,the development status and prospect countermeasures of brand strategic operation and management mechanism of the straw weaving industry in Xinhe Town are discussed comprehensively,which are divided into four parts: The first part discusses the domestic and foreign market conditions faced by the straw braid industry through field investigation and data analysis,so as to explore the necessity of developing brand strategy,and divides the construction process of brand strategy into three stages,namely brand positioning and identification,brand communication and marketing,brand extension and maintenance.The second part,through the research methods of art and branding,focuses on the analysis of the positioning and recognition of the straw braided brand of Xinhe Town,analyzes the positioning connotation,positioning method,identifying value and identifying system in combination with the actual situation,and puts forward the existing problems and relevant suggestions at this stage.The third part,through communication and marketing methods,analyzes the purpose,subject,mode and effect of brand communication of Xinhe town straw weave,as well as the concept,environment,specific strategy and model in brand marketing,and puts forward relevant suggestions for the existing problems.In the fourth part,through the method of cultural industry,from the perspective of long-term development,from the motivation,security,specific types of brand extension,and the significance and means of brand maintenance,the author discusses the actual situation of Xinhe Town straw knitting in the stage of brand extension and maintenance,and puts forward suggestions for improvement."Creative transformation,innovative development" is the current traditional handicraft industry transformation and development thinking.As a traditional weaving handicraft group,the development of straw weaving industry in Xinhe Town will inevitably be limited by new industries and new ideas.Relying only on the government’s emphasis on brand strategy cannot guarantee the long-term development of the industry.Therefore,industrial operators and managers need to continue to explore brand management strategy,so as to help the industry stand firm in the fierce market competition.