文档介绍：中文摘要
鄄城土布织造技艺作为国家非物质文化遗产之一,目前已是山东省最有艺术
价值和文化传承意义的特产之一。然而，受现代工业化文明的冲击和社会生活的
不断变化发展的影响,这门手艺却面临难以传承的局面。单靠博物馆的展示和图
书的记录，并不能留住这门“活手艺”。
因此，在深入调研鄄城土布生存现状的基础上，本文将借鉴已有的调研成果，
深入分析鄄城土布的历史渊源、民俗特征、技艺流程、技艺特征等方面。通过文
化创意产业、设计管理等相关学科的研究方法，解析鄄城土布产业现状，对其进
行市场宏观环境的分析，结合现代人的生活需要，对土布品牌进行正确合理的定
位，制定相应的营销策略，期望实现鄄城土布产业的可持续发展。
关键词：鄄城土布；营销策略；品牌规划
I
ABSTRACT
Juancheng cloth weaving skills as a national non-material cultural heritage, is
currently in Shandong province the most artistic value and cultural significance of one
of the specialty products. However, by the impact of modern industrial civilization
and the social life changing development influence, this craft is faced with difficult
inheritance situation. On Museum exhibition and book records, and can keep the
door" living technology".
Therefore, the in-depth research of Juancheng Tubu survival on the basis of the
status quo, this paper profits from the existing research results, in-depth analysis of
Juancheng Tubu history, folk characteristics, technology process, technology
characteristics. Through the cultural creative industry, design management and other
related disciplines, research method, analytic Juancheng Tubu industry present
situation, carries on the market macroscopic environment analysis, combined with the
needs of modern life, a brand of correct reasonable positioning, series product
development plan, formulates the corresponding marketing strategy, implementation
Juancheng Tubu industry sustainable development of.
Key words: Juancheng cloth；Marketing strategy；Brand planning
II
目 录
中文摘要……………………………………………………………………………Ⅰ
ABSTRACT……………………………………………………………………………Ⅱ
绪论……………………………………………………………………………………1
第一节 研究背景………………………………………………………………1
第二节 相关研究综述及