皖西非物质文化遗产——舒席的营销策略研究

Research on the Marketing Strategy of West Anhui Intangible Cultural Heritage-Shu-mat

以振兴面临失传危险的国家非物质文化遗产——舒席为目的,在调研分析我国凉席市场现状的基础上,对舒席进行SWOT分析和产品定位,并从产品、价格、销售渠道、促销四个方面进行了营销策略研究。意义在于引领舒席生产者转变生产方式,开拓舒席的国内市场,寻求新的发展之路。同时,也为其他面临技艺可能失传的民族手工艺品产业化提供发展思路。

The article is aimed at the revitalization of intangible cultural heritage-Shu-mat,which is facing been lost.Based on the research and analysis of mat＇s market situation in our nation,the author carried out SWOT analysis and product positioning of Shumat, and conducted marketing strategy research from four aspects：product,price,marketing channel and promotion.The author aims at leading the producers of Shu-mat to change their modes of production,opening up the domestic market of Shu-mat,seeking new development methods,meanwhile providing development thinking for the industrialization of other national handicrafts which have the same possibility of being lost.