Brand Building of “Guang Embroidery” of Intangible Cultural Heritage Based on “Brand Contact Point Communication” Model

DOI

10.2991/icadce-18.2018.85How to use a DOI?

Keywords

Guang embroidery; brand contact point communication; brand building

Abstract

Guang embroidery belongs to national intangible cultural heritage and currently faces some problems related to how to keep sustainable development. Based on the inheritance of Guang embroidery and development situation of market, this paper puts forward the viewpoints of building a brand, attempts to solve the problems of difficult inheritance and poor market profitability and so on. According to the classification of contact points based on brand value in the “brand contact point communication” model, this paper puts emphasis on analyzing the current situation of the value level of its important contact points, and proposes solutions to improve brand and value from the perspective of design.

Copyright

© 2018, the Authors. Published by Atlantis Press.

Open Access

This is an open access article distributed under the CC BY-NC license (http://creativecommons.org/licenses/by-nc/4.0/).

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TY  - CONF
AU  - Jing Yang
AU  - Yu Chen
PY  - 2018/07
DA  - 2018/07
TI  - Brand Building of “Guang Embroidery” of Intangible Cultural Heritage Based on “Brand Contact Point Communication” Model
BT  - Proceedings of the 4th International Conference on Arts, Design and Contemporary Education (ICADCE 2018)
PB  - Atlantis Press
SP  - 403
EP  - 408
SN  - 2352-5398
UR  - https://doi.org/10.2991/icadce-18.2018.85
DO  - 10.2991/icadce-18.2018.85
ID  - Yang2018/07
ER  -