He Chu1, Pan Chengchen2, She Mengye3, He Yao4
1. School of Economics and Management,Changsha University of Science and Technology ,Hunan 410076,China
2. School of Design and Art ,Changsha University of Science and Technology ,Hunan 410076,China
3. School of Economics and Management,Changsha University of Science and Technology ,Hunan 410076,China
4. Rucheng siyuan Experimental School in Chenzhou City,Hunan,424100,China
With the rapid development of market economy, brand as the intangible assets of enterprises, shoulder a great mission.Intangible cultural heritage is the treasure of Chinese traditional culture.The author believes that the implementation of the brand strategy of intangible cultural heritage products is conducive to improving the market competitiveness of intangible cultural heritage products, promoting the prosperity of intangible cultural heritage industry, and promoting the sustainable development of intangible cultural heritage.This text reveals the status quo of the management of intangible cultural enterprises, summarizes the significance of implementing the brand strategy of intangible cultural enterprises, and briefly discusses the research strategy of brand strategy development of intangible cultural enterprises.
intangible cultural heritage industry, brand strategy, productive protection
He Chu, Pan Chengchen, She Mengye, He Yao. Research on Brand Strategy of Non-legacy Products in China. Academic Journal of Humanities & Social Sciences (2019) Vol. 2, Issue 7: 63-68. https://doi.org/10.25236/AJHSS.2019.020709.
 On February 2th, 2012, the Ministry of Culture issued the Guidance on Strengthening the Productive Protection of Intangible Cultural Heritage.
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