A Study On The Integrated Marketing Communication Strategy Of FS Chaiyao Brand

The intangible cultural heritage of wood-burning has a long history and is the essence of traditional culture and skills,a living memory of human social development and a "living fossil" of human spiritual civilisation.At present,FS Chaiyao enterprises are experimenting with new ways of doing business to regain their consumers and markets,but the overall effect is not yet outstanding.In this paper,we used literature analysis,theoretical analysis,field research and questionnaires to conduct an in-depth study and analysis of the current situation of FS Chaiyao’s brand integrated marketing.310 questionnaires were distributed,and303 valid questionnaires were returned.Through the questionnaire,we analyse the problems and causes of FS Chaiyao’s non-heritage ceramics brand communication,pointing out that the current FS Chaiyao brand integrated marketing communication still has the problems of poor marketing effects related to new media channels,single and ineffective promotion forms,and FS Chaiyao’s brand awareness is not high.In response to these problems,we propose corresponding optimisation suggestions,firstly,integrating the content of brand communication through brand positioning,brand design and brand publicity to strengthen FS Chaiyao brand communication,then integrating communication media and all-media resources to build a new media brand communication matrix;lecturing brand stories to spread brand image;strengthening brand and consumer interaction and communication;strengthening brand The brand communication of FS Chaiyao is optimised and improved by integrating the communication media and all media resources to build a new media brand communication matrix;lecturers’ brand stories to spread the brand image;strengthening brand-consumer interaction and communication;and strengthening brand-cross-border cooperation to expand the brand image.This is a practical solution for the FS Chaiyao brand,which will not only promote its brand communication work to keep pace with the times,but also bring certain reference and inspiration to the development of pottery and even the whole non-heritage cultural industry.