歙砚品牌的社交网络推广与营销策略

Social Network Promotion and Marketing Strategy of Inkstone Brand

社交网络带动了传统文玩市场的复兴与转型,歙砚品牌也面临新的发展机遇。在当前背景下,歙砚品牌具备可靠的市场基础和亟待开发的消费潜力,其网络推广应依据其市场价值维度形成合理规划。网络广告、虚拟社群及自媒体经营、产地游开发是推广歙砚文化与品牌的有效手段,能利用互动网络优势聚拢不同的消费者资源,促进歙砚文化的交流和品牌传播,塑造符合当下消费需求的品牌形象,实现产业联动,扩大从功能性消费到收藏、投资和体验性消费的歙砚市场。

Social network has driven the revival and transformation of the market for traditional treasures of Chinese study,and She Inkstone brand also faces new development opportunities.Under the current background,She Inkstone brand has a reliable market foundation and consumption potential which needs to be developed urgently.Its network promotion should form a reasonable plan according to its market value dimension.Online advertising,virtual community,the media business,tourism development for the producing area are an effective means of promotion for She Inkstand culture and brand.By taking advantage of interactive network,it can gather different consumer resources,promote cultural communication and brand communication,shape She Inkstand in line with the brand image of the consumer demand,realize the industrial linkage,expand from functional consumption to collection,investment,and She Inkstand experiential consumption market.