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作为文化创意产业重要组成部分的工艺美术行业,在线下、线上营销模式共生的电子商务时代,应该在洞察工艺美术产业发展现状与特点的基础上,重视品牌化战略,主动适应新的电子商务消费形态,顶层设计工艺美术产业的品牌建设与传播策略。本文结合湖南工艺美术产业的现状与特点,论述了营销模式创新语境下,湖南工艺美术产业品牌建设与传播策略的路径,即做好品牌战略规划、品牌形象塑造、品牌价值、品牌影响力等方面的设计与实践。
As an important part of the cultural and creative industries, the arts and crafts industry, e-commerce era where online and online marketing modes are symbiotic, should pay attention to the brand strategy and take the initiative to adapt to the new e-commerce based on the current status and characteristics of the arts and crafts industry Consumption patterns, top-level design arts and crafts industry brand building and dissemination strategy. Based on the current situation and characteristics of Hunan arts and crafts industry, this paper discusses the path of brand building and communication strategy of Hunan arts and crafts industry in the context of marketing innovation, that is, doing a good job in brand strategy planning, brand image building, brand value, brand influence, etc. Aspects of design and practice.