安尼生先生关于惠安雕艺品牌营销的讲稿.docVIP

? Good afternoon/Morning/Evening? I’m very pleased and honored to have been invited to participate in the 2012 presentation of the annual China Carving Art Festival Hui’an International Stone Carving?Competition with so many distinguished colleagues and stone carving artists. I hope that our time here today may contribute towards achieving mutual benefits and objectives. 下午好，我很荣幸被邀请参加2012年中国惠安雕刻艺术品博览会，并与各位嘉宾与雕刻艺术家共襄盛举。我希望我们这次参会能够达成双赢互利的目标。 On the Branding of Hui’an Stone Carving Products 谈惠安雕艺品牌营销 Kurt Aanensen [美国]格治 安尼生 [Abstract] The key to successful marketing is contained in essentially two principals: gaining and persistently enhancing the buyer’s recognition of the seller’s products and their inherent value, and establishing and continually building the seller’s relationship to the buyers. This paper is to research how to bring the Hui’an stone carving industry the world-wide recognition it deserves and how we can launch a brand which will be trigger that recognition in? order to gain sales in a foreign market . Key words: Hui’an Stone Carving;Branding;Event marketing [摘要] ：成功品牌营销包含两个原则： 如何持续强化买家对产品的认同以及产品的内在价值，并强化供应商与买家之间关系。这篇论文目的就是探讨如何使惠安雕艺获得世界范围的认同并通过惠安雕艺品牌营销获得品牌认同从而增加国外市场销售。 关键词： The Hui’an stone carving industry has a wonderful and rich 2000-year history before Quanzhou was established in 718 during the Tang Dynasty (618–907). During the Maritime Silk Road, the name of no city was more resonant than Quanzhou known by seafaring merchants during the maritime silk route as Zaitong (Zaitun), as a port distinguished by the hundreds of huge ships docked in the bay.Delicate construction relics and stone carvings witness the prosperity of Zaitun, the ancient Quanzhou city.That is the charming art of stone carving. 惠安石雕的历史早于建于唐代的泉州刺桐城，已经有2000多年的历史。在海上丝绸之路鼎盛时期，作为千帆云集的港口城市，当时世界上没有其他城市比刺桐城更出名。精美的古建筑遗址与石雕见证了刺桐城-这座古代港口城市的繁华。这就是石雕的魅力。 But Quanzhou is perhaps know less around the world for it’s oldest and most enduring tradition, that of the oldes