Research On Brand Building Of Folk-arts' Industrailization

Folk-arts are "arts of the masses" which are utensils used by the masses. Chong Yuet who is Folk-arts specialist considered that folk-arts are natural, healthful and free, and just the world of folk-arts have not gotten into the trouble of foreign imitation but reflect lively the existence of nationality. Japanese industrial design absorbs ideas and factors from folk-arts in a steady stream; therefore, folk-arts played an important role in the conversion from "crude make" to "delicateness" of Japanese industrial products.The conception of the value of folk-arts and the exploitation of it is still in primary stage. Folk-arts specialists represented by Zhang daoyi and Pan Lusheng, have advanced diverse methods of folk-arts conservation from a static perspective and there are also lots of experts who proposed many theories and strategies about industrialization of folk-arts, but disorders and overcompetitions are still exist in it.From Brand Economic perspective, this thesis proves that folk-arts can not be revived without brand. Employing Brand Economic principles and based on the deep analysis of "Carpenter Tan" case, it concluded that the keys of folk-arts brand business are brand-category-innovation and brand strategies. Brand-category-innovation emphasizes the innovation of unique profit point. It can decrease customers' choice cost in the new consumer environment. Brand strategies underline that folk-arts operators should drop those old concepts such as good wine needs no bush but start to pay attention to brand building from four aspects: single meaning of brand, propagation reliability, memory persistence and terminal certainty. Correct implementation of brand strategies and brand-category-innovation can lead to the increasing of brand credit and bring about a sustainable and profitable business with real revivification of folk-arts in new consumer environment and market condition.This thesis is mainly composed of four chapters. First chapter is about the proposal of the question including introduction of Carpenter Tan, research background, research significance and research methods. Second chapter contains research summary on folk-arts and its industrialization and then proposes analytical perspective of this thesis. Third chapter explains how Carpenter Tan succeeds in brand building and revivification of folk-arts assisted by questionnaire and econometric analysis. Last chapter constructs full path to brand building of folk-arts and points out that it must be obey in two laws, brand-category-innovation and brand strategies.The mainly innovations in this thesis are following: firstly, introduces Brand Economics and The Model of Brand Category Degree into folk-arts industrialization analysis. Secondly, resolves Carpenter Tan's succeed applying Brand Economics and factor analysis. Lastly, indicates that sticking point of folk-arts revivification is innovation in profit point-- brand-category-innovation.