| Geographical indications have always been a social concern,and also one of the hot issues of domestic and foreign research.In recent years,people's living standards are improving,health awareness and consumption concept are also improving.When consumers purchase products,factors such as reputation and quality become the key factors of consumption.Obviously,the advantages and characteristics of geographical indications meet this consumption standard.Qichun County is located in the southeast of Hubei Province.The middle reaches of the Yangtze River is northward.It is a part of Wuhan City Circle and belongs to Huanggang City.It is also named "Aidu of China".As we all know,Li Shizhen,a famous medical scientist in Ming Dynasty,came from Qichun County and made great contributions to world medicine.Qichun County's "Ai","Snake","Bamboo" and "Turtle" are known as "four treasures of Qichun".In 2010,Qichun County's output of Ai was evaluated as the protection product of geographical indications by the State Quality Supervision Bureau.Deep history and culture,unique natural resources and practical medical culture provide profound cultural resources for the industry of Aciphyllumargyi in Qichun County.And the Qichun County government is also relying on the preferential policies of the state and economic support to vigorously develop the industry.However,from a macro point of view,there are still some problems in the development of Qichun County's Ai industry,such as inadequate ability of deep development and innovation,lack of brand awareness and long-term development of business philosophy.The most important thing is that it has not formulated correct marketing strategies through its own cultural advantages.These problems hinder the development of Ai industry to a certain extent.Step by step.Therefore,this paper tries to find a new way of thinking for the development of Qichun County's Qiai industry and enterprise marketing from the perspective of cultural marketing.Based on the theories of geographical indications,cultural marketing and brand marketing,this study systematically combs the current academic concepts of geographical indications,cultural marketing and Ai culture,and analyses the research results at home and abroad.And consult all kinds of ancient medical books about Ai culture,excavate the cultural value of Ai.The main cultural values of Aconitum argyiinclude the long history of food value,widely spread medicinal value,unique folk cultural value and moxibustion culture as intangible cultural heritage.During the research period,we visited government departments and the Qichun County Jasmine Industry Association,using in-depth interviews to obtain government reports and policy documents,and the first-hand data of enterprises using research methods.Taking geographical indication products as the breakthrough point,this paper analyzed the current situation of the development of the industry,marketing and culture of Acacia japonica.And select representative enterprises as the specific planning object,combined with the actual situation of enterprises and the analysis of the cultural value of Ai,put forward specific and feasible cultural marketing strategies of Ai enterprises.Specific strategies for enterprise planning include: taking Li Shizhen's medical culture as the core,supplemented by health preservation culture and Qichun tourism culture,creating the packaging design strategy of Qiai products;taking experiential marketing as the core,launching "Qiai" cultural experience store and "Aixin Send" service to create the cultural experience strategy under the enterprise line of Qiai;using documentary "Aiji" and "Dragon Boat Festival insertion of Ai".Animation is the way of propaganda,creating the marketing strategy of the cultural story of Ai,and using the methods of holding competitions of common sense of traditional Chinese medicine and building the garden of appreciation of Ai culture to build the strategy of appreciation and marketing of Ai culture. |
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