论文部分内容阅读
宣纸制作工艺作为人类非物质文化遗产,具有非常丰富的历史文化、经济价值,近年来逐步走向世界,但同时也面临着一些问题亟待解决。本文运用SWOT模型分析泾县宣纸面临的优势(S)、劣势(W)、机会(O)、威胁(T),并结合4P策略的知识提出提高资源利用率,添加防伪标识,创新产品形式、合理定价,满足多样化需求层次、拓宽销售渠道、加大宣传力度,适当促销,挖掘潜在顾客的发展策略,对宣纸业的更好发展具有一定的借鉴意义。
As an intangible cultural heritage of mankind, rice paper making technology has a very rich historical, cultural and economic value and has gradually gone to the world in recent years. However, some problems still need to be solved urgently. In this paper, SWOT model is used to analyze the advantages, disadvantages, opportunities and threats of Xuan paper in Jingxian County. The paper also proposes to improve the resource utilization rate by adding the anti-counterfeit labels and innovative product forms, Reasonable pricing, to meet the diversified needs of the level, broaden the sales channels, increase publicity, appropriate marketing, mining potential customers development strategy for the development of Xuan paper have a certain reference.