Research On Langfang Yongqing Hediao Brand Marketing Strategy

In the notice of the second batch of national treasure-level intangible cultural heritage list announced by the State Council in 2008,the nuclear carving number is Ⅶ-59,and the application areas are Suzhou City,Jiangsu Province,Weifang City,Shandong Province,etc.And Yongqing,Langfang,Hebei is not included in the application area.This is detrimental to the development of Yongqing Nuclear Carving,one of Hebei’s intangible cultural heritage.However,the Langfang Yongqing nuclear carving has well inherited the inherent sense of history of nuclear carving,perhaps due to its superior geographical location.It has perfectly undertaken the folk carving skills since the Song Dynasty,and has the Ming and Qing court carving skills.The exquisiteness.Today,the Yongqing nuclear carving cultural industry has formed a complete upstream and downstream industrial chain,with good development prospects.Langfang Yongqing nuclear carving has been industrialized.The nuclear carving arts and crafts here account for more than 80% of the national nuclear carving market,with annual sales of more than 6billion.In April 2019,after an inspection and evaluation by experts jointly organized by the China National Light Industry Council and the China Arts and Crafts Association,Yongqing County was awarded the title of "China’s Nuclear Sculpture Hometown".Since 1971,Langfang Yongqing Nuclear Carving has become a brand after decades of development.Therefore,the study of "Langfang Yongqing Nuclear Sculpture" is necessary in terms of cultural heritage and its development model.This is a good systematic demonstration of the development and inheritance of Hebei’s intangible cultural heritage classic cases.This article will use the PEST theory to conduct a macro analysis of the Yongqing Nuclear Carving’s market environment,and then use the Porter’s five forces model as the theoretical support framework to make a micro interpretation of the Yongqing Nuclear Carving brand.Product demonstration.The details are as follows: In terms of the macro environment,the Yongqing Nuclear Carving marketing environment is analyzed based on the theoretical basis of PEST,and the overall map of the Yongqing Nuclear Carving industry marketing environment is obtained from the four points of politics,economy,society and technology.At the micro level,using Porter’s five forces model,the detailed analysis and reconstruction of Yongqing Nuclear Carving were carried out from the five aspects of potential entrants,suppliers,industrial substitutes,buyers and competitors.The author considers that Yongqing Nuclear Carving mainly focuses on the output of specific products,so it adds the dimension of product analysis,and based on the 4P theory,conducts in-depth analysis of the details of the product itself,price,channel,and promotion.In the process of reviewing the Yongqing Hediao brand,the author discovered the problems with its marketing strategy and put forward targeted suggestions.For example,in the sales link,first,develop diversified new media communication methods,second,connect the traditional media communication matrix,and third,achieve interaction between multiple groups and achieve cooperation and linkage in multiple domains.At present,the systematic research on the Yongqing Hediao brand is vacant,which has profound theoretical and developmental significance.