How to use traditional culture to guide marketing

1． Use traditional cultural activities to drive marketing

For example, Shandong Weifang International Kite Festival, Harbin Ice Lantern Festival, Luoyang Peony Flower Fair, Zhangjiajie Forest Festival, etc., through holding cultural and economic and trade festivals, attract investment, and achieve both economic and cultural harvests. Merchants can take advantage of people's enthusiasm for participating in these cultural activities and conduct advertising and physical sales to achieve marketing purposes.

2． Add traditional cultural factors to brand marketing to promote marketing development

"Hongdou" is the clothing brand and corporate name of Jiangsu Hongdou Group. It attracts consumers because of its rich cultural connotation and unique emotional charm. Speaking of it, people think of the eternal quatrains of Wang Wei, the great poet of the Tang Dynasty, "Red beans grow in the south. How many branches will they grow when spring comes? I hope you will pick more. This is the most lovesick thing." Kongfujiajiu is the hometown wine of Saint Kong, an advertisement The phrase "The wine at Confucius' house makes people homesick" evokes countless people's attachment to home and traces back to the origins of traditional culture.

Taiwan's two major tea industry giants, "Uni-President" and "Master Kong", focus on the combination of traditional Chinese art aesthetics and traditional Chinese medicine health concepts in their advertisements. For example, the barley tea advertisement launched by Master Kong pays great attention to health. Whether it is the choice of the golden wheat field as the background or the detailed expression of the six-row barley, it embodies the natural, green and healthy concept of traditional Chinese medicine health care from all angles. It can arouse the cultural appeal and pursuit of health of Chinese consumers and infer the development of marketing.

3. Integrate traditional culture into marketing content

For example, animation production and literary creation based on traditional culture, as well as dolls and figurines based on historical celebrities or customs in traditional culture. , accessories, etc. These are all cultural marketing activities that take advantage of Chinese people’s sense of identity with traditional national culture.