Research On Brand Promotion Of Handmade Paper Cultural And Creative Products

With the reduction of the demand for handmade paper,the use of handmade paper as a traditional crafts gradually faded away from daily life.Under the support of the government's policy for cultural and creative industries,some handmade paper cultural and creative brands have emerged to revitalize the traditional arts and crafts and meet people's new demand.These brands have just sprouted in a weak industry situation.How can we make handmade paper cultural and creative brands widely known and loved in the era when the supply of goods exceeds demand? The research o n the promotion of handmade paper cultural and creative brands has been carried out in response to this problem.Firstly,the paper gives clearly defined the handmade paper cultural and creative brands.By comparing with similar categories,this paper has defined the precise position and uniqueness of the handmade paper cultural and creative brands.Secondly,this paper draws on the marketing and brand promotion theories and methods,and takes ZhiYuan as a representative of handmade paper cultural and creative brand to combine theory with practice.Four models and five methods for the promotion of handmade paper cultural and creative brands were introduced,and the core points of promotion of handmade paper cultural and creative brands were summarized.It is worth mentioning that the paper mainly focuses on ZhiYuan case,but it is not limited to it.This paper integrated the promotion experience of other brands,including the ideas that have not yet been practiced by any brands.These practical strategies and methods can be used as a reference to the persons who are entrepreneur of handmade paper cultural and creative brands,brand owners and people in charge of brand communication of the handmade paper cultural and creative brands.Handmade paper cultural and creative brands,which combine traditional handicraft and design,aim to produce cultural and creative products,and reactivate traditional craftsmanship.The study of how to enlarge the influence of handmade paper cultural and creative brands in the Inte rnet era might provide a certain reference to the promotion of cultural and creative brands regenerated from traditional handicraft.