华夏酒报：解析国窖1573的“非遗”营销(国外英语资料).docVIP

华夏酒报：解析国窖1573的“非遗”营销(国外英语资料) China Wine News: analysis of the marketing Guo Jiao 1573 intangible cultural heritage Author: Xu Xu (Hongkong international business groups high brand agency international founder CEO) - Original - reprinted, indicating sources and Department of the original author Source: Hongkong international business group - Gao Chong brand agencies International - expert point of view - chief expert - Xu Guangchong The first issue: China Wine News - China Wine News Network, -2009, 06, 24, 07 Edition Background link Ningxia in order to eliminate the masses of the intangible cultural heritage misunderstanding, and improve the non heritage products gold content, plans from June this year began to try non heritage product labeling sales. At the same time, in order to enhance the added value of intangible cultural heritage, Ningxia will employ experts to non heritage products packaging, marketing, replacement. Cultural sector hopes to enhance the quality of the non heritage products, and promote the development and inheritance of folk arts through product incubation. Intangible cultural heritage to further promote, certainly inseparable from marketing, and marketing can not be separated from the brand. Therefore, the intangible cultural heritage marketing actually needs to start from the brand interpretation. How to do it? This is the first key issue that all non cultural heritage should carry out marketing and realize the transformation of capital. Because the cultural heritage without brand marketing will not be easily accepted by consumers. For example, Beijing Opera and other audiences will be less and less because of lack of systematic brand marketing promotion. Ningxia practices non heritage brand marketing In June 2009 4, the upgrading of products of Ningxia intangible cultural heritage intangible cultural heritage protection center of Hui embroidery, clothing, musical instruments, eight bottles of soup treatment, to form a production - Sales - t