民藝產(chǎn)業(yè)化的品牌建設(shè)研究——以譚木匠為例的實證與規(guī)范分析.pdf

1、山東大學碩士學位論文民藝產(chǎn)業(yè)化的品牌建設(shè)研究——以譚木匠為例的實證與規(guī)范分析姓名：胡曉蕾申請學位級別：碩士專業(yè)：區(qū)域經(jīng)濟學指導教師：孫曰瑤20090410山東大學碩士學位論文AbstractFolkartsare“artsofthemasses”whichareutensilsusedbythemassesChongYuetwhoisFolkartsspecialistconsideredthatfolkartsarenatural，h

2、ealthfulandfree，andjusttheworldoffolkartshavenotgottenintothetroubleofforeignimitationbutreflectlivelytheexistenceofnationalityJapaneseindustrialdesignabsorbsideasandfactorsfromfolkartsinasteadystream；therefore，folkartsp

3、layedanimportantroleintheconversionfrom‘crudemake’to‘‘delicateness’ofTheconceptionofthevalueoffolk—artsandtheexploitationofitisstillinprimarystageFolkartsspecialistsrepresentedbyZhangdaoyiandPanLusheng，haveadvanceddivers

4、emethodsoffolk—artsconservationfromastaticperspectiveandtherearealsolotsofexpertswhoproposedmanytheoriesandstrategiesaboutindustrializationoffolkarts，butdisordersandovercompetitionsarestillexistinitFromBrandEconomicpersp

5、ective，thisthesisprovesthatfolkartsCannotberevivedwithoutbrandEmployingBrandEconomicprinciplesandbasedonthedeepanalysisof“CarpenterTan’case，itconcludedthatthekeysoffolk—artsbrandbusinessalebrandcategory—innovationandbran

6、dstrategiesBrandcategory—innovationemphasizestheinnovationofuniqueprofitpointItcandecreasecustomers’choicecostinthenewconsumerenvironmentBrandstrategiesunderlinethatfolk—artsoperatorsshoulddropthoseoldconceptssuchasgoodw

7、ineneedsnobushbutstarttopayattentiontobrandbuildingfromfouraspects：singlemeaningofbrand，propagationreliabilitymemorypersistenceandterminalcertaintyCorrectimplementationofbrandstrategiesandbrandcategoryinnovationCanleadto

8、theincreasingofbrandcreditandbringaboutasustainableandprofitablebusinesswithrealrevivificationoffolkartsinnewconsumerenvironmentandThisthesisismainlycomposedoffourchaptersFirstchapterisabouttheproposalofthequestioninclud