基于“互聯(lián)網(wǎng)+”大學(xué)生創(chuàng)業(yè)大賽的藏族非遺手工藝品營(yíng)銷策略實(shí)證研究

PAGEPAGE1AnEmpiricalStudyontheMarketingStrategyofTibetanNon-legacyHandicraftsBasedon“Internet+”CollegeStudents’EntrepreneurshipCompetition基于“互聯(lián)網(wǎng)+”大學(xué)生創(chuàng)業(yè)大賽的藏族非遺手工藝品營(yíng)銷策略實(shí)證研究AbstractTibetannon-legacycraftisonepartofTibetanintangibleculturalheritagewiththefeaturesoffineworkmanship,longhistoryanddistinctiveregionaltraits.Amongthem,theGilt-bronzeStatue,TangkaandGheeFlowerarethemostfamousrepresentatives.Althoughourgovernmenthasintroducedvarioussupportingpolicies,thecraftsmenarefarmorelessthanbefore,andthepromotionisquitedifficultinthemarketduetothecomplexandlongproducingprocess.Inthiscontext,theauthorestablished“LiujinEmbroidery”HandicraftWorkshopbasedonanticipatinginthe4th"Internet+"CollegeStudents’EntrepreneurshipCompetition.Throughstudyingtheproducts’positioning,advertisingandbrandstrategy,thispapertriestofindoutmoresuitablepromotionmodelforTibetannon-legacyhandicrafts.Throughempiricalresearch,itisconcludedthatmostoftheconsumersarenotfamiliarwithTibetannon-legacyhandicrafts;meanwhile,thelocalcraftsmenhavenoefficientpromotingchannelsandthemarketingstrategiesarenotincompliancewiththecurrentmarket.Therefore,theauthorhopestointroducemoreTibetannon-legacyhandicraftstotheconsumersthrough"Internet+"CollegeStudents’EntrepreneurshipCompetition,andfindsoutmoresuitabledevelopingstrategiesbyadjusting,improvingandtappingnewsaleschannels.Itisofgreatpracticalsignificanceforimplementingthescientificdevelopmentconcept,realizingthesustainableeconomicdevelopment,andthecoordinateddevelopmentofculture.

Keywords:“Internet+”collegestudents'entrepreneurshipcompetition;Tibetannon-legacyhandicrafts;marketingstrategy;empiricalresearch摘要藏族非遺手工藝品是藏族非物質(zhì)文化遺產(chǎn)的重要組成部分，工藝精湛、歷史悠久并具有鮮明的地域特色，其中最負(fù)盛名的包括鎏金銅佛像、唐卡、酥油花，等等。雖然國(guó)家出臺(tái)了各種相關(guān)保護(hù)政策，但是由于這些手工藝品的制作過程繁瑣，耗時(shí)長(zhǎng)等問題，導(dǎo)致藏族非遺手工藝人越來越少，產(chǎn)品的推廣艱難，銷路不暢。為了更好地傳承和發(fā)展藏族非遺手工藝品，作者以第四屆“互聯(lián)網(wǎng)＋”大學(xué)生創(chuàng)業(yè)大賽為平臺(tái)，成立了鎏金繡彩手作坊，希望通過研究產(chǎn)品的定位，廣告和品牌營(yíng)銷來探索更適合藏族非遺手工藝品的推廣模式。作者通過研究發(fā)現(xiàn)，大多數(shù)消費(fèi)者對(duì)藏族非遺手工藝品的了解不夠深入；而當(dāng)?shù)氐氖炙嚾藢?duì)于產(chǎn)品的推銷方式也過于單一，與時(shí)代脫節(jié)。因此，作者希望通過“互聯(lián)網(wǎng)+”大學(xué)生創(chuàng)業(yè)比賽，讓更多的人了解藏族非遺手工藝品；同時(shí)，調(diào)整、改進(jìn)和挖掘出更適合其發(fā)展的營(yíng)銷策略。這對(duì)于落實(shí)科學(xué)發(fā)展觀，實(shí)現(xiàn)經(jīng)濟(jì)的可持續(xù)發(fā)展、文化的協(xié)調(diào)發(fā)展具有較強(qiáng)的實(shí)踐意義。關(guān)鍵詞“互聯(lián)網(wǎng)+”大學(xué)生創(chuàng)業(yè)大賽、藏族非遺手工藝品、營(yíng)銷策略、實(shí)證研究ContentsTOC\o"1-2"\h\z\uIntroduction 5I.TheBackgroundof"Internet+"CollegeStudents'EntrepreneurshipCompetition 5II.TheIntroductionofRelavantMarketingTheories 62.1Theconceptsofpositioningtheory 62.2Thefunctionofadvertisingtheory 62.3Theoverviewofbrandtheory 7III.TheCurrentSituationofTibetanNon-LegacyHandicraftMarket 73.1ThevalueandtypesofTibetannon-legacyhandicrafts 73.2ThecurrentmarketsituationofTibetannon-legacyhandicrafts 103.3ThemarketopportunitiesforthesalesofTibetannon-legacyhandicrafts 11IV.PromotingTibetanNon-LegacyHandicraftsBasedon“LiujinEmbroidery”HandicraftWorkshop 114.1Theestablishmentof“LiujinEmbroidery”HandicraftWorkshop 124.2Applyingpositioningstrategybasedonproducts’features 124.3Onlinepromotionandadvertisingoftheproducts 錯(cuò)誤!未定義書簽。4.4BrandPromotionofOff-lineStores 錯(cuò)誤!未定義書簽。Conclusion 24References 25Acknowledgments 26IntroductionIntoday'sworld,withthecontinuousdevelopmentofinformationtechnology,collegestudentshavegraduallybecomethemainforceinthenetworkera.Thedevelopmentofthenetworksocietyhashadatremendousimpactontheirwayofthinking,behaviorpatterns,psychologicaldevelopmentandvalues.In2015,PremierLiKeqiangfirstproposedthe“Internet+”PlantopromotethecombinationofInternet,cloudcomputing,bigdata,etc.withmodernmanufacturinginChina.Foratime,“Internet+”haschangedthedevelopingmodelofChina'straditionaleconomy,andprovidedanewpathforentrepreneurs.Undersuchsituation,theprotectionandpromotionofTibetanNon-legacyCraftsarealsoinfluencedgreatly.In2006,QinghaiProvinceissuedalistofintangibleculturalheritages,manyofwhichwereTibetanNon-legacyhandicrafts.TibetanNon-legacyhandicraftsarenotonlythevaluableculturalinformationresource,butalsoaproofofhistory.Therefore,studyingthepromotionofTibetanNon-legacyhandicraftsisofgreatsignificanceforimplementingthescientificdevelopmentconceptandachievingthesustainableeconomicdevelopment.Basedontheexperiencesoftakingpartinthe4th‘Internet+’CollegeStudents’EntrepreneurshipCompetition,theauthorinvestigatesthemarketingstrategiesofTibetannon-legacyhandicrafts,onthepurposeoffindingmoresuitabledevelopingstrategiesforTibetannon-legacyhandicrafts.=1\*ROMANI.TheBackgroundof"Internet+"CollegeStudents'EntrepreneurshipCompetitionWiththerapiddevelopmentoftheinformationtechnology,collegestudentshavegraduallybecomethemainforceoftheInternetera.In2015,PremierLiKeqiangputforwardthe"Internet+”planonthepurposeofpromotingtheintegrationofmobileInternet,cloudcomputing,bigdata,andtheInternetwithmodernmanufacturing.Undersuchcircumstance,thefirst"Internet+"CollegeStudents'innovationandentrepreneurshipcompetitionwasproposedbyPremierLiKeqiangin2015,andsponsoredbyChinaConstructionBank.Fromthattime,thecollegestudentscanmakeregistrationtotakepartinthecompetitioninMay;andinJune,certaincollegesanduniversitieswillcarryoutschoolmatches.UptoJuly,provincialcompetitionswillbeheld,andthenthenationalfinalswillbeheldinOctober.Atbeginning,therewereonly300teamsparticipatinginthenationalfinals,butnowadays,thecollegestudentsfromHongKong,Macao,TaiwanandevenotherWesterncountriesarepermittedtojoininthecompetition.In2018,thereweretotally2.65millioncollegestudentsfrom2,278collegesanduniversitiestookpartinthe4th"Internet+"CollegeStudentsInnovationandEntrepreneurshipCompetitionAfterfiercecompetition,morethan400teamsparticipatedinthefinalcompetition.Itcanbeseenthatthescaleofthecompetitionisgettingbiggerandbigger,andthenumberofparticipantsarethreetimesmorethantheformersessions.The"Internet+"collegestudents'innovationandentrepreneurshipcompetitionisnotonlygettingbetterandbetterinChina,butalsosteppingintotheworldstepbystep.“HuangWeibelievesthatasamasterofmoderninformationtechnology,theInternetisnotonlyacommunicationtool.Italsosubvertstheformationandconnectionoftraditionaleconomicrelations,politicalrelationsandsocialrelations.”（Huang,2015:54）"Internet+"hasfurtherdeepenedthisnewrelationshippattern,andnomatterwhetherthemarket,societyorgovernment'sorganizationmodeneedsallkindsofnew"variation"toadapttothisenvironment.=2\*ROMANII.TheIntroductionofRelevantMarketingTheoriesInthe"Internet+"CollegeStudents'innovationandentrepreneurshipcompetition,theapplicationofmarketingtheoriesisparticularlyimportant.“Kirznerbelievesthatentrepreneursaremoresensitivetoopportunitiesintheexternalenvironmentthannon-entrepreneurs,Thisabilitytodiscoveropportunitiesishighlycorrelatedwiththeeducationandaccumulatedexperienceofentrepreneurs.”（Kirzner,I.M，1997:60-85.）Therefore,theauthorwilloutlinethemarketingtheoryusedintheempiricalresearchofprojectfromtheperspectiveofentrepreneurs.2.1TheconceptsofpositioningtheoryPositioningtheorywasproposedbythefamousAmericanmarketingexpertsAlRiesandJackTroutinthe1970s.ReesandTroutbelievethatpositioningstartswithaproduct.Theproductmaybeacommodity,aservice,aninstitutionorevenaperson,perhapsyourself.Inotherwords,youneedtopositiontheproductinthemindsoftheprospectivecustomersandensurethattheproductoccupiesatrulyvaluablepositioninthemindsoftheprospectivecustomers.Thecoreofpositioningtheoryis"onecenter,twobasicpoints".“Itiscenteredon‘buildingbrand’andbasedon‘competitionorientation’and‘consumermind’.Theessenceof‘positioningtheory’istousetheconsumer'sunderstandingandattentiontocertainattributesoftheproductasthepositioninglabel.(Jiang,2016:3-4)2.2ThefunctionofadvertisingtheoryAdvertisingisacommunicationactivity.Itreceivesfeedbackfromtheinteractionwithconsumers,sothatthebrandcangofartherandfarther.Excellentadvertisingshouldtakeintoaccountthematerialandemotionalappealsofconsumers,andsubtlyincorporatebrandideasintothemindsofpotentialcustomers.Itusedtobeapopularsayingintheadvertisingworld:"Gettingpeopletonoticethatyouradvertisementisequivalenttosellinghalfofyourgoods.“Advertisingemotionalmemoryandcommodityexperiencememoryarethemostimportanttwokindsofadvertisingmemory,whicharemoremeaningfulthanthegeneraltextsymbols.“Itiseasiertoattracttheattentionofconsumers,enhanceconsumers'willingnesstobuyandmeettheirspiritualneeds.”(Chen，2017:5-6)”Inonlinemarketing,SenandLermanindicatethatpositiveandnegativeevaluationssignificantaffectconsumers'acceptanceofproducts.”（Sen,S.andLerman,D.(2007):76-94）2.3TheoverviewofbrandtheoryThemainpropositionsinvolvedinbrandresearcharebrandnames.Thenameisthemostdirect,simplestandmostspecificelementofthebrand.Otherelementsmustbecombinedwithittoplayarole,suchasbrandcolor,standardwords,patterns,therelationshipbetweenbrandandconsumers,brandequityandevaluation,brandcommunication,brandpersonality,brandimage,brandidentification,brandmanagement,etc.“IntheConfessionsofanAdvertiser,AmericanadvertisingexpertDavidOgilvypointedoutthat‘(thecompany)mustdecidewhatkindofimagethebrandwants,whichistheimagethatdeterminesthepositioninthemarketandemphasizestheadvertisement’”.(DavidandLin2015:55).=3\*ROMANIII.TheCurrentSituationofTibetanNon-LegacyHandicraftMarket“Theso-calledintangibleculturalheritagereferstothehuman-orientedcarrierandfocusesonknowledgeinheritance.Itscontentsincludeoralteachingandpresentation;performingarts;socialcustoms,etiquette,festivals;knowledgeandpracticeofnatureandtheuniverse;traditionalcraftskills,etc.”(NationalCenterfortheProtectionofNationalFolkCultureinChina,2005:368-370)Intangibleculturalheritageisavaluableartisticpropertyofallmankind,andTibetanintangibleculturalheritageispartoftheworld’sculturalheritage.ThehandicraftsintheTibetanintangibleculturalheritageareextremelyprecious.ThischapteroutlinesthetypesandvalueofTibetannon-heritagehandicraft.3.1ThevalueandtypesofTibetannon-legacyhandicraftsTibetannon-legacycraftsareonepartoftheintangibleculturalheritage,includingTibetannationalandhand-madehandicrafts.3.1.1TheValueofTibetanNon-LegacyHandicraftsTibetannon-legacyhandicrafthavebeenaroundforthousandsofyearssincethebeginningoftheWesternHanDynasty.Thevalueofthemcanbedividedintousagevalue,culturalrelicvalue,aestheticvalue,scientificandculturalvalue,andsoon.Firstly,theusagevalueistheattributethatcansatisfypeople'sneeds,itmeansthattheseTibetannon-legacyhandicraftshavetheconsiderableeconomicbenefits.Secondly,Tibetannon-legacyhandicraftsaretheproofofthehistoricaldevelopment,theremainsofsocialchanges,therecordofcultureandart,therefore,theyhaveculturalrelicvalue.Inthatcase,theyarenon-renewableandirreplaceable.Thirdly,theyhavetheaestheticvalueorartisticvalue.Tibetannon-legacyhandicraftsareuniqueandthevalueofartappreciationisextremelyhigh.Itcanbesaidthatitscraftsmanship,decorativeartsandotherexquisitecraftsreflecttheartisticstyle,craftsmanshipandaestheticpointofviewofthetimes.Atthesametime,itcanalsoreflectsocial,politicalandeconomicaspectsofthetime.Especially,thespiritualconnotationshaveinfluencedpeoplealotuptonow.Fourthly,Tibetannon-legacyhandicraftsarethedisplayofTibetanscienceandculture.Theproduction,fromshapedesigntotechnology,containsrichscientificandtechnologicalcontents.3.1.2MaintypesofTibetannon-legacyhandicraftsinQinghaiAmongtheTibetannon-legacyhandicrafts,Tangkaandgilt-bronzestatuesaretypicalrepresentativeones.TibetanThangka,atransliterationinTibetan,isascrollpaintingmountedonsatinfabrics.ItisakindofpaintingwithTibetanculturalcharacteristics.ThecoreandmountingofThangkaareinseparablefromtheachievementsofagriculturalcivilizationsuchascotton,hempandsilk.The"Tangka"paintingoriginatedfromthetemple,itsinheritancehistoryisdirectlyrelatedtotheteachingoftheXijinMonasteryofGannanLabrangMonastery.Itisapurelyreligioushandicraft,andhasdistinctnationalcharacteristics,strongreligiousconnotationanduniqueartisticstyle.ThefollowingpictureisTibetanTangka,ManjusriBodhisattva.Gilt-bronzeStatueisthegold-platedandmovablestatuesofBuddha,anditismainlyusedforthecourtortemple.ItappearedbeganintheHanDynastyandprevailedintheSuiandTangDynasties.Gilt-bronzestatuesarestillpopularatpresent,especiallyinHongKongandTaiwanareas.Thereareseveraltypesofgiltbronzestatues,suchasSakyamuni,Guanyin,Manjusri,Puxian,Tianwang,andGreenMother.Thefollowingpictureisgilt-bronzeStatue.3.2ThecurrentmarketsituationofTibetannon-legacyhandicraftsPromotedbyaseriesofpoliciesandprojectsforinheritanceandprotectionofintangibleculturalheritage,Tibetannon-legacyhandicraftshasbeenrecognized,accepted,exploredandresearchedbymoreandmorepeople.WiththeriseofTibet'stourismculture,Tibetannon-legacyhandicraftswillinevitablybehighlyconcernedbydomesticandforeigntourists.ThedevelopmentofTibet'sThangkaindustrymustrespondtotheworld'sconcernswithgrandmasterpieces,internationalvisionanddistinctivefeatures.However,fromamacropointofview,therearestillmanyproblemsinthedevelopmentofTibetanculturaltourismindustry,weakindustrialinfrastructure,lackoftalent,latestartofindustry,relativelyslowdevelopment,andrelativelylowscaleofintensification,thereisanurgentneedtoimplementthedevelopmentmodelofculturaltourism,whichisdominatedbyculturaltourismqualityprojects,majorprojectsandcollectivizedmanagement.Theso-calledgilt-bronzeStatueimagemarket,specifically,itreferstothemicro-levelmarket.Thatis,thetradingmarketformedbytheinvestors,collectors,producersandauctionhousesofgilt-bronzeStatue.Comparedwithotherworksofartsuchasporcelainandjade,thehistoryofgoldandbronzeBuddhaimagesenteringtheChinesemarketisnotlong.Asearlyasthe1960sand1970s,foreigncollectorsbeganthespecialauctionofgilt-bronzeStatue,theinvolvementofcollectorsinmainlandChinabeganinthe1990s.Gilt-bronzeStatueenterthemarket,andimmediatelybecomethehotsellingproductsofthemajorauctionhouses,andgrowrapidly.Collectionsarebecomingmoreandmoreabundant,thecollectionteamisgrowing,andthepriceisrisingalltheway.Sincethen,China'sJiade,BeijingHanhaiandotherlargeauctioncompanieshaveopenedspecialvenuesforBuddhastatues,andthegilt-bronzeStatuemarkethasbeenboomingsincethen.Themarketforgiltbronzestatuesissohotthatitstemsfromthecontinuedfierceexternalforceintheoverallartmarket.Risingauctionpriceintheauctionmarket,driventhewholeBuddhistartmarket.Secondly,theaestheticappreciationofBuddhistworksofartitselfhasbeenrecognizedbythesociety.Withtherapiddevelopmentofinformationage,materialcivilizationhasbeenemphasizedrepeatedlyinmodernsociety.Thegiltbronzestatueisgettinghotterandhotterinthedevelopmentofthemarketwithitsuniqueartisticvalue.3.3ThemarketopportunitiesforthesalesofTibetannon-legacyhandicraftsAtpresent,themarketcompetitionofpushingTibetannon-legacyhandicraftsisrelativelysmall,becausesuchkindoftraditionalhandicraftsarenotwidelysold,andthenon-materialculturaldisseminationchannelsarescarce.Theonlycompetitionistheemergenceofcounterfeitandshoddyproductsinthemarket.TibetisoneoftheregionswithrichintangibleculturalheritageinChina.Tibetanopera,Tibetanpaper,Thangkapainting,Tibetanmedicine,astronomicalcalendar,cardpadandTibetancarpetmanufacturingallcarrythecivilizationandwisdomoftheTibetanpeopleforthousandsofyears.Inrecentyears,relevantdepartmentshavehelpedtoconductmarketresearch,expandproductsales,andcombinecommercialproductdevelopmentwithheritageprotection.Afterseveralyearsofexploration,therearemorethantennewtypesofTibetanpaper,suchasanimalskinpaper,colorsilkpaperandprintingpaper,whicharesuitableformarketdemand.Andbasedonthosevariousofpaper,thelocalcraftsmencanproducemurals,umbrellas,lanterns,greetingcards,calendarsandotherpopularcraftsforconsumers.Moreover,withthecontinuousimprovementofpeople'slivingcondition,ThangkaandBronzeBuddhastatuesarepursuedandpurchasedbymoreandmorepeople.TheQinghai-TibetPlateaualsoprovidesabroadermarketforthecountriessuchasNepalandIndiawithgreatprospects.Withthecountry’semphasisonintangibleculture,theprotectionandsupportofrelevantpolicieshavebeenintroduced.ThisindicatesthatTibetannon-legacyhandicraftshavebothgreatmarketopportunityanddevelopmentpotential.=4\*ROMANIV.PromotingTibetanNon-LegacyHandicraftsBasedon“LiujinEmbroidery”HandicraftWorkshopWhentakingpartinthe4th"Internet+"CollegeStudentsInnovationandEntrepreneurshipCompetition,theauthorandherteamestablished“LiujinEmbroidery”HandicraftWorkshoptopromoteTibetannon-legacyhandicrafts.Thisisthepracticeofindependententrepreneurship.Inthispart,theauthorwillmakeanempiricalresearchonthemarketingstrategiesappliedbaseonrunning“LiujinEmbroidery”HandicraftWorkshop.Theestablishmentof“LiujinEmbroidery”HandicraftWorkshopTheauthorestablished“LinjinEmbroidery”HandicraftWorkshoptotakepartintheInnovationandEntrepreneurshipCompetition,andselectedgilt-bronzeStatueandTangkaasthemainproductstopromote.TaketheabovetraditionalTibetanhandicraftsastheblueprint,theauthorandherteamofferedtwotypesofinnovativedproductswithhighacceptanceandcustomization.Applyingpositioningstrategybasedonproducts’featuresMarketpositioningstrategyisthewaytoshapethepositionofaproductonthemarket.“LiujinEmbroidery”HandicraftWorkshopcreatesspecialimagesforitsproducts,competingwithothernon-heritagehandicraftsonthepurposeofquickandhighidentificationinthemarket.PositionedproductsThepositioningofproductsisbasedonthepositioningtheoryputforwardbyexpertsAlRiesandJackTroutinthe1970s,whichareinthelistofTibetanintangibleculturalheritageinQinghaiprovince.Therefore,theyareallhavethelocalcharacteristicswith,historicalandculturaltraits.Handicraftswithnon-legacylabelscanbeeasilyrecognizedbytheconsumers.Withmoreandmoreattentionpaidtonon-heritageculturebythestate,themarketofnon-heritageproductsisgraduallyexpanding.Therefore,goodpositioningofproductsisessentialtothemarketers.ThehistoryandcultureofTibetanhavebeenrecordedsincetheWesternHanDynasty.ThehandmadestatuesofThangkaandgiltbronzestatuehavealsobeenhandeddownsincethattime.ItisbecauseofthethousandsofyearsofThangkapaintingsandgold-platedhandicraftthatthesenon-legacyhandicraftsthemselvesbecomemoreprecious.Manyconsumersspendalotofmoneyonthishistoricalandculturalhandicraft.Therefore,theproductspromotedby“LiujinEmbroidery”HandicraftWorkshopareensuredtobemadebyhandandwinthefavorofconsumers.TibetanbeliefsarecloselyrelatedtoTibetanBuddhism,andthetraditionalbeliefsofTibetanBuddhismareamongtheTibetanintangibleproductspositionedby“LiujinEmbroidery”HandicraftWorkshopbasedonpeople'sbeliefinTibetanBuddhism.TheThangkaandgiltbronzestatuesselectedbythe“LiujinEmbroidery”HandicraftWorkshoparebasedonTibetanBuddhism.OntheQinghai-TibetPlateau,TibetanBuddhismisveryorthodox,andmanypeoplebelieveinit.TheneighboringcountriesadjacenttotheQinghai-TibetPlateaualsohavegreatfaithinTantricBuddhism.Therefore,thelargerthenumberofbeliefs,themoresalesofproducts.Atpresent,e-commerceispopularandshouldbeusedasabridgetolegalizethesurroundingcountriesofnon-heritageproductsandpromoteinternationaltrade.Thisisthethirdstepinpositioning.Thefollowingpictureisapromotionalmapofthepositionedproductsin“LiujinEmbroidery”HandicraftWorkshop.TargetedconsumersandmarketsInordertopushthesalesoftheabovepositionedproducts,theworkshopalsotargetedthefinalconsumer,anddividedthemintotwobigmarket,thatis,domesticmarketandforeignmarket.InChina,theconsumersbuyingTibetanhandicraftsarethosedeeplyinterestedinTibetannon-relicculture.Traditionally,theywillgototheantiquemarkettobuyTangkaandgiltbronzestatues,andothertypeofconsumeristheTibetancompatriotswhobelieveinTibetanculture.Atabroad,themaintargetedmarketsarelocatedinneighboringcountries,suchasNepal,India,Cambodia,VietnamandotherswherepeoplesbelieveinBuddhismandareaffectedbyTibetanculture.Moreover,therearesomeoverseasChinesewholiketraditionalTibetancultureandforeignfriendsfromothercountries,suchastheUnitedStates,Canadaandsoon,theyareallthetargetedconsumergroups.Thefollowingpictureisthegroupthatistargeted.ThreemaindomesticmarketsAccordingtothelocationofconsumers,thetargetedmarketsinChinaaredividedintoWesternmarket(originalmarket),Northernmarket(neutralmarket)andSouthernmarket(mostpromisingmarket).Westernmarket(originalmarket)ThistargetmarketisincludingQinghai,Sichuan,Tibet,Yunnan,etc.,closertotheplaceofproduction,Inthisbroadmarket,therearelargedemandfortheproducts,butmarketsharetendstobesaturatedandhaslessdevelopmentpotential.Therefore,itisnotsuitableforlarge-scaledevelopment.Northernmarket(neutralmarket)ItincludesprovincesofGansu,Shanxi,InnerMongoliaandBeijing-Hebeiregion.Intheseareas,economicdevelopmentisrelativelystableandthemarketisrelativelylargewithgreatdevelopmentprospects.Southernmarket(mostpromisingmarket)ThismarketisincludingZhejiang,Jiangxi,GuangdongandFujian.Inthismarket,transactionsarecarriedoutactively,withthetraitsofhugedevelopmentpotential,clearprospectsandlowmarketsaturation,therefore,itissuitableforlarge-scaledevelopment.Thefollowingillustrationisthelocationofthedomestictargetedmarkets.ThetargetedabroadmarketsThetargetedabroadmarketscanbedividedintotheEuropeanmarket,theNorthAmericanmarketandtheSoutheastAsianmarket.IntheEuropeanmarket,Europeans'loveforChinesetraditionalculturehasmadeEuropeamarketwithhighdevelopmentpotential.IntheNorthAmericanmarket,theriseofChinatownisanopportunityforthespreadofChinesetraditionalhandicrafts,withthehelpofonlineadvertising,andthismarketischoseasourmainmarket.Furthermore,theSoutheastAsiamarketisclosertotheplaceofproduction，andsharesthesameTibetanculture,theremarketisalsoprofitableandhavehugedevelopmentpotential.Thefollowingillustratedthelocationofinternationalmarkets.OnlinepromotionandadvertisingoftheproductsWiththerapiddevelopmentofe-commerce,itisverycommonpromotetheproductsviainternet.Advertisingalsoextendsfromreal-lifetoTVcommercials,thentotheInternet.OnlinepromotionofthehandicraftsWiththedevelopmentofe-commerceandcommunicationtechnology,consumersareheavilyrelyingontheonline,andthecustomerreviewstoaccesstomoreproductinformationbeforemakingpurchasedecisions.Howtostimulateconsumerstoprovideonlinecustomerreviewsbecomesacriticalissuefortheonlineretailers.Intheeraoftheexplosionofnetworkinformationization,therefore,theworkshoptakesBigFish,HeadlineNewsandWechattopromotehandicraftswithpublicizingTibetanintangibleculture.Furthermore,theworkshopestablishestheWe-shopinWechatandonlineshopinTaobaoforthesaleofThangkagiltbronzestatuesandotherhandicrafts.TogetherwiththeadvertisingintheUCbrowserofMicroblogandTodayHeadlineNews,thesalespromotionisoperatedsmoothly.OnlineadvertisingviaBigFishandWeChatofficialaccountBigFishisainternetplatformofAliEntertainment,providingcontentproducerswithintegratedservicesof"one-pointaccess,multi-pointdistribution,multiplebenefits.TheoriginalUCsubscriptionnumberandYoukuself-channelaccountareupgradedtoBigFishuniformly.The“LiujinEmbroidery”HandicraftWorkshopconnectstheoriginalcontentoftheThangkaandtheBronzeBuddhastatuestoBigFishitonthepurposeofenjoyingthemulti-pointdistributionchannelsofAli'srecreationalecology,includingUC,potatoes,Youkuandsoon.Therefore,theplatformcanprovidemoreabundanthigh-qualityflowandincomefortheworkshop,andprovidefull-linkgrowthandupliftspaceforUPGC.Thefollowingpictureistheonlineadvertisingof“LiujinEmbroidery”HandicraftWorkshopviaBigFish.Meanwhile,theworkshopappliesWeChatpublicaccounttoadvertisetheproducts.Throughthepublicaccount,wecanrealizeall-roundcommunicationwiththeintergrationoftexts,pictures,voicesandvideosofproductsontheWeChatplatform.Intheadvertising,theworkshoppublishestheintangibleculturalblueprintofQinghai,providesanewwayofdisseminatingTibetanintangibleculturalinformation,andbuildsabettercommunicationandpromotionmodelbetweenreaders,consumers,andbelievers.AndinthemiddleoftheQR,codecanbeembeddedinthelogopictureofthe“LiujinEmbroidery”HandicraftWorkshop.Inaddition,theQRcodeofthe“LiujinEmbroidery”HandicraftWorkshopcanbeprintedonbusinesscards,billboards,brochuresan