Research On Ruci Regional Branding Strategies From The Perspective Of Cultural Marketing

In the Song Dynasty in Chinese history,social culture and economic aggregate reached an unprecedented peak.Ru Porcelain in the Song Dynasty,as one of the most prestigious porcelain kiln products in the history of Chinese ceramics,has reached the highest artistic achievement to a certain extent.Its dignified shape,elegant glaze,simple decoration,and exquisite craftsmanship not only show elegant artistic characteristics,but also contain rich cultural connotations.But no matter how good the product is,no matter how good the brand is,it needs the blessing of marketing methods.In the context of the cultural power strategy,the upgrading of consumption concepts and the growing rise of cultural industries,the regional brand "Ruci" has injected its own cultural factors such as Song Dynasty Ruci culture,millennium imitation culture and modern inheritance culture into marketing methods.In China,it has created a differentiated cultural marketing advantage and formed a brand’s core competitiveness that is completely different from other porcelain brands.In order to be able to occupy a place in the traditional Chinese handicraft market,the Ruci regional brand has infused the Ruci culture that has passed through the sky,the rare historical culture,and the traditional culture of Tibetan rituals into the brand positioning,combining natural elements with The product-shaped image that combines geometric elements,the packaging image that collides with retro style and minimalist style,and the personality image that is superimposed on practicality and beauty.Various cultural concepts are integrated into the overall image of the brand,and then the law is used to protect its own intellectual property rights.Taoist spirit to ensure the quality of product craftsmanship,use the unique cultural charm to attract the attention of consumers,and improve its own popularity and reputation.While focusing on content strategies,Ruci regional brands also actively use online and offline multiple platforms to help the brand’s cultural dissemination.Online documentaries and short videos are used to recognize and reshape the image of Ruci regional brands and tell stories.Advertisements are carried out in a way,through word-of-mouth communication mode to reach a consensus with consumers at the emotional level,offline use of cultural experience-oriented non-heritage research and study,experience-oriented Ruci town tour,and exchange-oriented domestic and foreign exhibition activities to increase the brand At the same time of goodwill,it also strengthens the spread of the brand.There are still a series of problems in the brand building of Ruci regional brands.First,while ensuring the normal inheritance of the traditional Ruci culture,the promotion strategy needs to be updated and the brand advertising creativity needs to be improved;secondly,the communication methods are mostly based on traditional channels,and the new media channels are used too little,and the brand culture communication power is weak;finally,Ruci’s product design thinking has been solidified,and there is no new idea injected,and the brand development is weak.Based on the problem,the following three suggestions are put forward: embedding culture to create unique advertising creativity;technology blessing,multi-channel all-round linkage;innovative thinking,cross-border creation of intangible cultural and creative products.