Brand Promotion Planning Of Juancheng Homespun

Juancheng cloth weaving skills as a national non-material cultural heritage, iscurrently in Shandong province the most artistic value and cultural significance of oneof the specialty products. However, by the impact of modern industrial civilizationand the social life changing development influence, this craft is faced with difficultinheritance situation. On Museum exhibition and book records, and can keep thedoor" living technology".Therefore, the in-depth research of Juancheng Tubu survival on the basis of thestatus quo, this paper profits from the existing research results, in-depth analysis ofJuancheng Tubu history, folk characteristics, technology process, technologycharacteristics. Through the cultural creative industry, design management and otherrelated disciplines, research method, analytic Juancheng Tubu industry presentsituation, carries on the market macroscopic environment analysis, combined with theneeds of modern life, a brand of correct reasonable positioning, series productdevelopment plan, formulates the corresponding marketing strategy, implementationJuancheng Tubu industry sustainable development of.