Research On Brand Communication Strategy Of O2O Project In Suzhou Tiangongyipin Intangible Cultural Heritage Handicraft

With the increasingly development of the Internet,the physical sales of the traditional intangible cultural heritage handicraft industry have suffered a violent impact.Many traditional craftsmen are not in the position to adapt to the changes of the times by keeping their physical stores only,and actually their sales revenue has been shrinking rapidly.Suzhou Tiangongyipin Cultural Development Co.,Ltd.,who focus on the comprehensive service of intangible cultural heritage handicraft industry chain,in order to make the connection between the buyers and traditional craftsmen through the internet for products sale.However,the disadvantages of the traditional e-commerce mode are gradually stand out during the high speed development of e-commerce industry.In fact,it's more suitable for the sales in stores than online due to the product characteristics of intangible cultural heritage handicrafts.Therefore,Suzhou Tiangongyipin intangible cultural heritage handicraft O2O project came into being finally.Being the new trade mode of intangible cultural heritage handicrafts as what the traditional brand communication strategy could not match,how to spread the brand better became an important project now.Suggest to review the literature together with the market research analysis in deep,study the industry and the company's own brand communication characteristics based on current market requirement and brand positioning,in order to find out the advantages and disadvantages of Suzhou Tianyigonyi 202 project,and call out the development strategy specifically based on these disadvantages.The whole topic has total six chapters by focuses on the above core issues.The 1^stt chapter is introduction,call out the research background and core issues,and make a plan on the objectives and methods of research.For 2^nd chapter,will apply the solid theoretical foundation based on some cases that analysis deeply of intangible cultural heritage handicraft by the literature.Regarding 3^rd chapter,introduce the O2O project current situation and characteristics specifically in order to bring the research direction.The 4^th chapter,call out the current problems based on customer requirement collections by questionnaire survey and focused interview.The 5^th chapter,make the effective solutions to the conclusions drawn from the analysis.The 6^th chapter is to call out the project schedule points of the brand spread together with the guarantee suggestions.At last chapter seven is the paper reaches research conclusion and expectation.By the thematic research,the topic uses investigation diagnosis and case analysis,noticed that there are 3 problems show in the brand communication process of Suzhou Tianyi:1)Unable to resolve users'trust effectively;2)Need improvement for the users'access;3)Users'stickiness not enough.This paper proposes a new brand communication strategy to solve the problems by adding the stores off lines to complete the propagation loop;improve the service system,build up the quality image;to increase the users'stickiness and establish brand loyalty;spread the special actives and manage the famous brand.On the premise of solving the problems in the actual operation of enterprises,promote the interaction of traditional culture and consumer masses,make it inheritance and improvement,to get the positive development.It has the big sense of mirror on how to spread the brand under mode of O2O,in the meantime,it could provide the relevant data and theoretical support for the development of Chinese Traditional Culture.