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论文编号：	10700
作者编号：	2120163098
上传时间：	2018/12/8 22:23:39
中文题目：	互联网环境下传统手工艺品营销策略研究——以ZC“手鞠”为例
英文题目：	Research on marketing strategies of traditional handicrafts in the Internet environment: a case study of ZC handballs
指导老师：	李东进
中文关键字：	互联网；社会化媒体营销；创新营销；手工艺品；手鞠
英文关键字：	internet；social media marketing；Innovative marketing；handcrafts；handballs
中文摘要：	现今，对于普视互联网的应用已成为经营者创新和初创者创业的重要手段之一。这其中近些年移动互联网的发展尤为迅猛，其不但得到了人们的认可，更在一定程度上冲击了传统的营销模式，传统的营销都面临着巨大的转型压力。通过政策上对“互联网+”的态度，我们可以清楚的看到，国家积极鼓励互联网与国民生活生产领域的结合，意图利用互联网将社会的各个行业进行一个大整合，开发出各个行业的潜力，进而提高原有的生产效率，优化原有的资源配置，形成创新型经济和新模式的生产力，最后形成以互联网为基体的新社会主义经济形态，以此来提高我国经济的前瞻性和全局性。 随着近些年中国文化产业的发展，传统手工艺得到广大人民群众的认可，但伴随着手工艺行业的竞争也日益白热化，各品牌企业的推广宣传、文化营销手段日益深入，中国手工艺品的“感性消费”现象日趋明显。在这种品牌效益的影响下，各种打响品牌的手工艺工作室获得了广阔的市场占有率及市场收益。政策的变化和行业过度竞争也使得手工艺行业面临着巨大的发展困境。本文以ZC手工艺“手鞠”品牌为例，首先对影响全国手工艺市场的政策和经济背景进行了归纳分析，找到影响发展的产业性因素。进一步通过对可应用的如社会化媒体营销、O2O、众筹等若干种创新营销方式进行了可行性分析，结合本行业营销的经典方法和案例分析，力图发现一种对于传统尤其是区域型，天津地区的手工艺企业有借鉴意义的创新营销模式。最后结合天津本土市场的现状推导出适合ZC“手鞠”发展的策略和方式。 互联网的应用已经影响到了人们方方面面的生活,其商业潜力十分巨大。这既是传统市场经济的挑战，更是我国市场经济向前发展的巨大契机。传统手工艺行业的现状，无限的放大了互联网经济的机遇和挑战。互联网给传统手工艺业态带来的是全新的营销思维、工具、规则，我们必须要虚心学习，努力适应，以使得自身能跟随时代前进而不是被时代的浪潮所淹没。当然，想跟上乃至引领节奏绝对不是一件容易的事情，那往往意味着创新与变化，而变化的结果可能是生存进步，也可能是死亡消失。所以本篇文章针对此问题，以手工艺工作室企业网络营销的转型为范例，做了理论上的探索，希望为国内相关企业的改变提供理论上的帮助。
英文摘要：	Nowadays, the application of the Internet has become an important means for operators to innovate and start-ups to start businesses. In recent years, the development of mobile Internet has been particularly rapid, which has not only been recognized by people, but also hit the traditional marketing mode to some extent. Traditional marketing is facing great pressure of transformation. Through the policy of "Internet plus" attitude, we can clearly see that countries actively encourage the combination of the Internet and production field of national life, intent to use the Internet to integrate various industries for a big society, develop the potential of various industries, and improve the efficiency of the original production, optimizing the resources distribution of the original, the formation of an innovative economy and the productivity of a new model, finally formed by Internet for new socialism economic form of matrix, and the prospective and overall situation in order to improve our country's economy. With the development of China's cultural industry in recent years, traditional handicraft has been recognized by the broad masses of the people. However, with the increasingly fierce competition in handicraft industry, the promotion and publicity and cultural marketing methods of various brand enterprises are increasingly deepened, and the "perceptual consumption" of Chinese handicrafts is becoming increasingly obvious. Under the influence of this brand benefit, various handicraft studios of the brand gained a wide market share and market benefits. The change of policy and the excessive competition of the industry also make the handicraft industry face the huge development dilemma. This paper takes the brand of ZC handicraft workshop as an example. Firstly, it summarizes and analyzes the policies and economic background affecting the national handicraft market, and finds out the factors affecting the development of the industry. Through further feasibility analysis of several innovative marketing methods that can be applied, such as social media marketing, O2O marketing and crowd-funding, combined with the classic marketing methods and case analysis of this industry, an innovative marketing model with reference significance for traditional, especially regional, handicraft enterprises in Tianjin is sought to find. Finally, based on the current situation of the local market in Tianjin, the strategies and methods suitable for the development of the handicraft workshop of ZC was deduced. Mobile Internet has been deeply involved in every aspect of people's life, and there is huge commercial potential. This is not only the challenge of the traditional market economy, but also the great opportunity for the development of China's market economy. The status qua of traditional handicraft industry greatly expands the opportunities and challenges of Internet economy. The Internet brings new marketing thinking, tools and rules to the traditional handicraft industry. We must learn modestly and try to adapt to it, so that we can follow the trend of The Times and not be overwhelmed by the tide of The Times. Of course, it is never easy to keep up with or even lead the pace, which often means innovation and change, and the result of change may be survival and progress, or death and disappearance. Therefore, aiming at this problem, this paper makes a theoretical exploration by taking the transformation of online marketing of handicraft studios as an example, hoping to provide theoretical help for the change of domestic related enterprises.
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