Research On Brand Marketing Strategy Of Zhejiang Longquan Celadon

In the context of economic globalization,to transform the economic growth modes and push regional economic development,it is both important and necessary to develop regional industry brand.The awareness and influence of Longquan celadon regional industry brand has been greatly improved with the government's support.However,a series of questions appear in the process of Longquan celadon branding,such as free-riding,declining market prices,and a lack of well-known corporate brands,which leads to declining the competitiveness and reputationof the regional industry brand.This paper analyzes the problems and causes of Longquan celadon regional industry brand marketing by depth interviews and case analysis,and analyzes the idea of Longquan celadon region industry brand construction by the combination of literature research method and system research method,and puts forward the Longquan celadon brand marketing strategy.This paper mainly uses the methods of investigation and interview,literature research and systematic research.Firstly,this paper reviews the literature on regional industry brand building and brand management,brand marketing theory at home and abroad.The development of Longquan celadon industry and the construction of regional industry brand is described in this paper,and the problems and causes of Longquan celadon industry brand promotion are analyzed.Secondly,this paper identifies the main body of Longquan celadon brand management,and the market segments,the target market and the Longquan celadon brand positioning are identified according to Longquan celadon products and characteristics.Thirdly,this paper discusses the marketing strategy of Longquan celadon from the perspective of product strategy,price strategy,channel strategy and promotion strategy.Finally,in view of the problems and possible problems in brand marketing,this paper analyzes the brand crisis management strategy and provides ideas for solving the problem.The research shows that to improve the competitiveness of Longquan celadon regional industry brand,we must establish the correct brand awareness,determine the enterprise as the main body of the cultivation mode,con solid ate the foundation of Longquan celadon industry,give full play to the leading role of leading enterprises,improve the level of regional industry brand management and enhance the accuracy of Longquan celadon brand precision marketing.By embedding Longquan celadon regional industry brand into the regional industrial brand theory system,this article enriches the theoretical system of regional industrial brand building,and provide guidance for the construction of regional industrial brands in industrial and cultural industries,and provide ideas for solving problems in other regional brand management.