Research On The Marketing Communication Strategy Of Xinhe Straw Weaving Activation

As a traditional Chinese folk craft,straw weaving embodies the wisdom of the ancestors of the Chinese nation.The straw weaving process embodies the farming culture and leaves precious intangible cultural heritage for future generations.Pingdu Xinhe straw weaving in Qingdao City,Shandong Province is one of the representatives.In the long process of development,the straw weaving industry has become the main source of life for people in the Xinhe region and has formed a leading industry.With the impact of modern industry and the rapid development of technology,the traditional lifestyle and consumption concepts that have continued for thousands of years have quietly changed.It poses serious challenges to traditional Chinese handicrafts including Xinhe straw,which requires adjustment and rethinking.Based on literature review and field investigation,this article uses the resources of communication,art,marketing and other disciplines to investigate and analyze the development strategy of Xinhe Draft based on the activation,marketing,communication and other theories of traditional handicrafts.Activating the non-legacy culture of Xinhe straw weaving,promoting the innovative design of Xinhe straw weaving,and using new media technology for marketing and communication have important theoretical value and practical significance for the inheritance and development of traditional Chinese handicrafts and traditional Chinese culture.The research of this subject is divided into four chapters.The first chapter draws on the relevant concepts of activation and activation marketing communication;the second chapter sorts out the development process and process characteristics of Xinhe straw weaving;the third chapter analyzes the marketing communication status and existing problems of Xinhe straw weaving;the fourth chapter analyzes Propose the strategy of revitalizing marketing communication of draft.Among them,the fourth chapter is the research focus of this thesis,from four aspects of process innovation,advertising creativity,brand building and borrowing related policies to propose a feasible and targeted strategy for the activation of marketing communication.In this way,we can use bricks to attract jade and promote the research and discussion of non-legacy traditional handicrafts to activate marketing communication.