Brand Construction of Chinese Traditional Handicrafts in the We-Media era-A Case Study of 'Rushanming', a Ru Ware Brand

摘要

There are various traditional handicraft works in China and they have formed different kinds of brands after years of inheritance and development. Because of the market economy, traditional handicrafts gradually transform from rather stable family inheritance to less stable enterprise inheritance. The construction of enterprise brands is beneficial to the inheritance and sustainable development of traditional handicrafts. By applying a data analysis method, this thesis takes "Rushanming", a Ru Ware brand as an example to summarize and analyze the experience in constructing Chinese traditional handicraft brands in the we-media era.