THBV品牌价值视域下的贵州牙舟陶器品牌开发路径

The Development Path of Guizhou Yazhou Pottery Brand from The Perspective of THBV Brand Value

在我国倡导非物质文化遗产生产性保护的大背景下,品牌化是用生产性商业手段保护非遗文化的有效机制。目前国外陶瓷品牌占据高端市场,国内陶瓷品牌建设乏力,为了改善国家级非遗贵州牙舟陶器品牌意识薄弱及缺乏科学规划的现状。采用Time-Honored Brand Value (简称THBV)品牌价值模型分析牙舟陶器的文化价值、社会价值和市场价值。阐述牙舟陶器在非遗与品牌双向加持下的发展策略,从文化基因协同创新意识的品牌架构;体验性和数字化双轨的品牌传播;基于外延合作模式的品牌营销三个方面构建品牌路径。品牌开发是牙舟陶器兼顾文化性和商业性行之有效的手段,生产性保护和创新性传承促进品牌价值相互转化,使牙舟陶器传统烧制技艺的当代文化精神得以可持续健康发展。

Under the background of advocating productive protection of intangible cultural heritage in China, branding is an effective mechanism to protect intangible cultural heritage by productive commercial means. At present, foreign ceramic brands occupy the high-end market, while domestic ceramic brand construction is weak. In order to improve the status quo of national intangible cultural Heritage Guizhou Yazhou pottery brand awareness and lack of scientific planning. Time-honored Brand Value(THBV) model is adopted to analyze the cultural Value, social Value and market Value of Yazhou pottery.Expounds the development strategy of Yazhou pottery under the support of intangible cultural heritage and brand. From the cultural gene collaborative innovation consciousness brand architecture;Experience and digital dual-track brand communication;Based on the extension cooperation model of brand marketing three aspects to build a brand path. Brand development is an effective means to give consideration to both cultural and commercial aspects of Yazhou pottery. Productive protection and innovative inheritance promote the mutual transformation of brand values, so that the traditional firing tech niques and contemporary cultural spirit of Yazhou pottery can develop in a sustainable and healthy way.