Study On The Brand Image Building And Marketing Strategy Of Hunan Shaping Embroidery

Hunan Embroidery is a traditional handieraft, meanwile, as thenational intangible cultural heritage, Shaping embroidery has rich culturalconnotation and sharp artistic features. As people’s corporeal culturestandard of living rise, demand for embroidery is increasing. But in theembroidery market, Shaping embroidery is not most enough famouscurrently, her product is short of demand, her industrial scale is small, hermarket competition is disorder, her brand creation is not going well and thequalified embroiderers lack. Since the competition grew, it become aimportant topic how the Shaping embroidery to adapt to the rapiddevelopment of market economy, and how to realize more cultural valueand economic value.a rapid survey of Shaping embroidery and the background of theresearch are introduced briefly in this article. Then the history, the featuresand the value of Shaping embroidery are put forward. With investigationalstudy, questionnaire survey, data collection, the comprehensive diagnosisof recent development and the target market of Shaping embroidery wasmade，a analysis of market environment and the development thinking ofShaping embroidery is presented. This article chose the brand imagebuilding and4Ps marketing strategy of Hunan Shaping embroidery forstudy and discusses, make models of of brand dimensions, offer proposaland suggest countermeasures of product, price, place and promotionstrategy，aim at helping Shaping embroidery to boost sales and fame, andto find a new feasible development approaches of Shaping embroideryindustry.