传统手工艺文化产品的品牌策略——以知识产权营销为视角

作为非物质文化遗产重要组成部分的传统手工艺文化产品具有鲜明的知识产权属性。经营者应重视其知识产权效益,增强品牌意识,为其树立品牌形象。

The Brand Strategies in Traditional Handcraft and Cultural Products： With the View of Intellectual Property Marketing

As an important part of the intangible cultural heritage, traditional handcraft and cultural products have the distinct characteristic of intellectual property. Marketing managers are supposed to concentrate on the value of intellectual property, enhance the brand consciousness, and establish the brand figure.