Title:
Study on the Marketing Strategy of Intangible Cultural Heritage Brands Based on 4P Theory——Taking “Zhen Sanhuan” Zhangqiu Iron Pot as an Example
Author:
Jing Xue
Advisor:
Dr. Liao Zhigao
Degree:
International Business Management
Major:
Master of Business Administration
Faculty:
บัณฑิตวิทยาลัย (Graduate School)
Academic year:
2566 (2023)
Published:
The 16th National and International Academic Conference “Digital Transformation and Sustainable Innovation: Strategies for a Sustainable Future” 31 October – 1 November 2023 pp.896-906 PDF https://mba.siam.edu/proceedings16/
Abstract
In recent years, intangible cultural heritage brands had developed rapidly and were sought after by the public, but at the same time, some traditional handicrafts non-heritage enterprises were still at the workshop stage, relied only on the inheritor and a small number of apprentices to make purely handmade, which was a very important problem faced by some of the brands of intangible cultural heritage, the lack of a correct marketed strategy. The main objectives of this paper were: 1) To analyze and study the current situation of the marketing of the intangible cultural heritage brand “Zhen Sanhuan”; 2) To provide macketed strategy suggestions to “Zhen Sanhuan” based on 4P theory.
This paper adopted the quantitative research method, took the intangible cultural heritage brand “Zhen Sanhuan” as the research object, focused on the intangible cultural heritage brand and its marketing, combining the four parts of the 4P theory, and designing a questionnaire, which lasted for one month, and 196 valid questionnaires were issued and returned.
Through the study, it was found that : 1) The intangible cultural heritage brand “Zhen Sanhuan” is characterized by the lack of product competitiveness; high labor costs due to handmade products and the loss of craftsmen, which leads to a decline in production capacity and a lack of price advantages; imperfect marketing channels; and insufficient publicity for the brand, which has a narrow communication audience. 2) Through the analysis, on the basis of 4P marketing theory, combined with the advantages of intangible cultural heritage products, Zhen sanhuan Zhangqiu Iron Pot should: firstly, market-oriented update products, for different consumer groups, to determine the different brand positioning, introduce more differentiated products, so as to match different consumer groups; secondly, optimize the product price, according to the different market customer demand for different set of advantages of the product and price; again on the marketing channel to expand, through the strengthening of cooperation with e-commerce channels, expanding retail channels, high-end customized channels to achieve; and finally to market feedback as the goal to strengthen the promotion, through advertising, discounts, concessions, and do a good job of people pushing the way to do a good job of publicity.
Keywords: Intangible Cultural Heritage Brand , “Zhen Sanhuan”, Zhangqiu Iron Pot , 4P Theory, Marketing Strategy