A Study On The Brand Development Path Of Suzhou Embroidery

Suzhou Embroidery is a traditional handicraft product of Suzhou,but also a city name card in Suzhou.From the 1930 s to 1970 s,Suzhou Embroidery is among the best in the industry and has always been at the forefront.But in the 1980 s,Suzhou Embroidery began into the trough.In the face of the weakness in the market and the impact of foreign products and the lack of talents,the Suzhou Embroidery of brand building is the top priority.In the new era background and market environment,how to take advantage of Suzhou Embroidery intangible honor and the national "The Belt and Road" appeal and the trend of cultural innovation and the use of Internet + technology to promote the development of Suzhou embroidery art is the origin and purpose of this study.This paper hopes to make an effective induction and collation,to help Suzhou Embroidery out of valley through Suzhou Embroidery construction and promotion of the brand image by using SWOT Analysis and to help Suzhou Embroidery to win the market and to make the embroidery culture transmitThis article makes us understand the current situation of the Suzhou Embroidery brand through investigating the field of Suzhou high-tech zone on Zhenhu Street,and analyzes the advantages,disadvantages,opportunities and existing threat of Suzhou Embroidery brand development by using SWOT Analysis.According to the analysis results,try to put forward the implementation of Suzhou Embroidery brand development approach: to improve the brand positioning,to implement multi-brand strategy;to build the brand image by cultural originality;to enhance brand awareness by multi-channel spread;to be supported by policy and fund to promote Suzhou Embroidery brand development.Develop the new life of traditional culture and art by exploring the new era of Suzhou Embroidery brand development approach based on the embroidery content and marketing promotion.Future Suzhou Embroidery brand should strive for both of the rich historical and cultural connotation,and a significant cultural geographical features,and brand image fusion modern embroidery art and technology.