Crafts marketing, how to use traditional culture?
At the time of export difficulties, many handicraft enterprises began to turn to domestic sales.
On the one hand, the difference between export and domestic sales is large, many companies feel confused and unable to start; on the other hand, most handicraft enterprises from birth to development, such as, cloisonne, bone china, shadow, embroidery, purple sand, painted pottery, celadon, Swords, iron paintings, root carvings, stone carvings, jade carvings, etc., are innumerable, and they are inextricably linked with traditional culture. If traditional culture can be used, the risk of domestic sales of handicraft enterprises and the difficulty of market development can be greatly reduced.
As is known to all, in the four ancient civilizations in the history of mankind, only Chinese culture has remained as a cultural subject. China, which has traditional culture as the foundation of its foundation, has developed in the world for more than 5,000 years. The Roman Empire, which has been in existence for more than a thousand years, has already vanished. Faced with such a long history, Yuanzhuo brand institutions believe that the use of traditional culture can naturally start from many angles, but crafts companies are better able to sink their minds, use their brains, take into account "professional" and "commercial", and find the right one for themselves. Strategy.
First, the use of traditional culture in business philosophy. As the saying goes, a person can't pedal two boats and switch to a business. The same applies. Yuanzhuo brand institutions believe that handicraft enterprises are similar to most industries. They should concentrate resources and focus on a certain area of ​​advantageous enrichment. They should not be greedy during the transition period. Otherwise, they will inevitably distract their energy and reduce their control over the domestic market.
Second, the use of traditional culture in product development. Cleverly catering to the potential needs of consumers to bury their hearts is more successful than creating new ones. Yuanzhuo brand institutions believe that the product development of handicraft enterprises must be consistent with the potential needs of consumers, to quickly reach the heart of the target customers, form a strong resonance, and achieve a more "one shot".
Third, the use of traditional culture in the shaping of the core value of the brand. The formation of the brand requires time and culture. Most of the crafts have a profound cultural deposit. This requires the craft enterprises to closely combine the traditional culture, deepen the cultural value behind the products, and make the core value of the brand and the value of the consumers tend to be consistent, thus rapidly reducing consumption. The obstacles to the purchase of the brand, promote the efficient development of the brand.
Fourth, the use of traditional culture in brand communication. Be famous early, the brand must have visibility to support. To raise awareness, many people think of spending a lot of money to advertise. In fact, spending a small amount of money can create a high reputation. Yuanzhuo’s brand has proposed a penny for branding many years ago. It has also achieved this in the brand communication practice, helping many brands achieve low levels. The cost is rising rapidly. Crafts enterprises can use the nuclear chain public relations mode creatively in combination with their own advantages in the revival of traditional culture, and increase the popularity and reputation with ultra-low cost, so as to comprehensively enhance the brand image.
Fifth, the use of traditional culture in human resource management. The people who win the hearts of the people have the world. This "heart" not only includes the "heart" of the customers, but also the "heart" of the employees. When everyone is in crisis, when they are sharpening their knives and slashing their jobs, who can follow the brand strategic plan, based on the actual situation of the enterprise, go upstream and recruit elites, who will win in the new round of economic recovery. Take the opportunity to gain extraordinary development.
Sixth, the use of traditional culture in marketing specific strategies. Tang poetry, Song poetry, Yuanqu, Ming and Qing novels, which dynasty is a huge treasure house, handicraft enterprises can be under the unified planning, hand in hand, thereby improving brand value and increasing sales. For example, when Yuanzhuo brand institutions serve a related enterprise, they fully explore the educational thoughts in Chinese traditional culture, select suitable angles, and let the sages' educational thoughts serve as marketing services, thus creating many opportunities in specific marketing.
Of course, it must be pointed out that the traditional culture of 5,000 years has the essence and the dross. It can't be swallowed, swallowed and eaten, and it can't be divided. It is a dish in the basket, and it is not a phoenix. Like people, ghosts are not like ghosts. A journey of a thousand miles begins with a single step, and a high-rise building rises from the ground up, pragmatic, pragmatic, and pragmatic. This is an indispensable mentality for craft enterprises to use traditional culture. Otherwise, the company will be self-sufficient.
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