基于4P理论的无锡惠山泥人营销战略分析

Analysis of Wuxi Huishan clay figurine marketing strategy based on 4P theory

惠山泥人种类繁多,造型丰润圆满,色调鲜艳,富有极高的艺术价值,自清代以来就驰名中外。然而,随着社会的快速发展,惠山泥人作为传统文化的代表面临人才缺口增大、制作成本飙升等问题,迫切需要注入新的活力,才能在传统中孕育现代。文章将通过SWOT分析方法解析无锡惠山泥人的发展情况,并基于4P理论为无锡惠山泥人提供营销策略。

Clay figurines are colorful and of great artistic value.Huishan clay figurines have been well-known at home and abroad since the Qing Dynasty.However, with the rapid development of society, Huishan clay figurines, as the representatives of traditional culture, face problems such as increasing talent gap and soaring production costs.It is urgent to inject new vitality in order to breed modernity in tradition.This paper will analyze the development of Wuxi Huishan clay figurine through SWOT analysis method, and provide marketing strategy analysis for Wuxi Huishan clay figurine based on 4 P theory.