The Marketing Strategy Research Of Intangible Cultural Heritage Brand “Zhensanhuan”

In recent decades,a trend of integration had surfaced for the global economy.In early2020,due to the impact of the COVID-19 epidemic,the economic development of massive countries has been affected to a certain extent,international competition has intensified,the market environment is unpredictable,and all walks of life are facing severe challenges.At the same time,with the continuous improvement of people’s living standards,consumers’ requirements for commodities are becoming more and more variously,not only to meet the basic use attributes,but also to be personalized and diversified.As a traditional and new industry,the kitchen utensils industry has seen a rapid increase in sales and a leaping development in its market share.At present,the domestic market size in China has exceeded 100 billion yuan,and cookware manufacturers are in this industry category.China is one of the markets with the highest consumption share and the highest export share in the cookware market in the world.Under the background of the rising income level and social consumption level of the Chinese people,Chinese kitchenware manufacturing enterprises are faced with how to seize the development opportunities and respond to them dynamically.Series of major issues such as international competition and further enhancement of business strength and core competitiveness.This paper selects the intangible cultural heritage brand "Zhensanhuan" Zhangqiu iron pot as the research object,studying and analyzing its marketing strategy.The brand mainly sells kitchenware products series through e-commerce channels.Its Zhangqiu iron pot series products belong to the category of my country’s intangible cultural heritage.Through the 2018 CCTV channel "A Bite of China 3" program,it became a hit,creating a popular phenomenon in the country everyone competing for a pot.The special identity of the brand’s intangible cultural heritage and the marketing channels mainly based on e-commerce are the main factors for choosing it as research object.This paper closely combines the development status of domestic intangible cultural heritage brands,reveals the common problems in the marketing process of Chinese intangible cultural heritage brands,and explains in detail the research tools and framework objectives used to achieve detailed research objects and research.The purpose of the method;next,it analyzes the internal and external environment and resources of the "Zhensanhuan" brand enterprise,starting from the advantages and disadvantages of the enterprise itself,using the PEST model and SWOT to analyze the macro environment of the enterprise;using questionnaires,literature research and other research methods to identify the factors of industry competition;carry out research on enterprises by applying the STP theory and the 4P theory;through relevant strategic management analysis tools and frameworks,combined with the characteristics of "Zhensanhuan" company’s intangible cultural heritage,formulate marketing strategies suitable for enterprises;Through the analysis of the domestic market demand and outstanding problems in the marketing process of "Zhensanhuan" related products,fully excavate its cultural connotation and product characteristics,and summarize the problems discovered;combined with the current stage of Chinese consumers the concept of consumption and shopping habits,and formulate effective marketing strategies;finally,the whole research is summarized.By analyzing the marketing strategy of "Zhensanhuan" Zhangqiu iron pot,it proposes its next development direction to increase sales and enhance corporate profitability,provide new ideas for related products to enter the international market,and provide similar intangible cultural heritage brands in China.To provide reference,help it open up new ways to open domestic and foreign markets,and help promote the fine development of Chinese intangible cultural heritage in the new century.The research has the following innovations: At present,the potential of domestic intangible cultural heritage has not been fully tapped,and there are fewer studies involving its marketing strategies,and less research and analysis on the front line of product producing.This article conducted an in-depth research on "Zhensanhuan",went deep into its production workshop,conducted face-to-face interviews with the actual controller and production workers,and understood the problems encountered by the enterprise in the marketing process from the actual point;The marketing strategy for "Zhensanhuan" has certain reprehensibility,and can also provide certain reference for other intangible cultural heritage brands in the marketing process.China has abundant intangible cultural heritage resources,but only a small part has been developed.It is hoped that more and more enterprises will realize the preciousness of intangible cultural heritage and vigorously develop the brand of intangible cultural heritage in my country.The development of intangible cultural heritage brands can satisfy the Chinese people’s yearning for a fulfilled life and the pursuit of good quality products,while driving employment,spreading Chinese intangible heritage culture,and enhancing national pride and identity.