I 摘要 在我国经济蓬勃发展与积极政策指导的背景下，非遗产业的发展得到大力支持， 通过一系列有效的宣传已提高大众对非遗的认同感、关注度有所提升。与此同时， 由于非遗的相关产品存在高度同质化的现象，消费需求与消费模式日益趋向个性化， 非遗产业正由品类竞争步入到品牌竞争的趋势中，品牌塑造已经成为企业提升自身 核心竞争力的有效途径。潮州市手拉壶作为国家级的非物质文化遗产，虽然在产品 形式和种类上取得了一定成绩，但由于品牌理念落后、品牌建设迟缓、品牌缺失等 问题，“有名品、无名牌”成为现况写照。本文以潮州的Y手拉壶公司作为研究对 象，针对Y手拉壶公司品牌起步较迟，存在营销方式局限、传播推广渠道狭窄等问 题，提出相应的解决策略，重新塑造Y手拉壶公司的品牌内容、品牌个性、品牌形 象，以求提升其市场竞争力。 本文主要采用理论综合法和问卷调查法进行研究。以潮州的Y手拉壶公司为例， 首先论述了品牌塑造的意义和理论基础，对国内外在非物质文化遗产的品牌塑造的 相关研究现状进行梳理。这一部分是对研究对象的基本认识，是解决问题的前提。 其次，从品牌创立、品牌文化、品牌传播、知识产权多方面简述了潮州手拉壶的发 展现状及品牌化现状，对Y手拉壶公司的品牌现状及问题进行分析，并通过运用科 学的SWOT分析方法，指出当前Y手拉壶公司在品牌的塑造方面的优势、劣势、 机遇和威胁。这一部分是在品牌塑造视角下对Y手拉壶公司中存在的问题进行确认。 第三，针对Y手拉壶公司存在的知名度不高、价格偏高、传播渠道狭窄等主要问题 提出相应的解决策略。从品牌内容塑造、品牌准确定位、品牌形象塑造方面为Y手 拉壶公司的品牌塑造给出合理建议。最后，本文客观地指出了本研究的局限性，并 对接下来的研究的方向提出一些建议。 本研究重点关注了非遗企业在品牌塑造方面的问题，为当前非遗文化产业品牌 发展的研究提供了新的视角和理论支持。研究结论对Y手拉壶公司的品牌塑造有重 要实际实意义，为其他非遗文化产业的品牌塑造起借鉴作用。 关键字：潮州；手拉壶；非物质文化遗产；品牌塑造 广东工业大学硕士学位论文 III Abstract UnderthebackgroundofChina'svigorouseconomicdevelopmentandpositive policyguidance,thedevelopmentoftheintangibleculturalheritageindustryhasbeen stronglysupported.Throughaseriesofeffectivepublicity,thepublic'srecognitionand attentiontotheintangibleculturalheritagehasbeenenhanced.Atthesametime,dueto thehighhomogeneityofintangibleculturalheritageproducts,consumerdemandand consumptionpatternareincreasinglypersonalized,intangibleculturalheritageindustry ismovingfromcategorycompetitiontobrandcompetition,andbrandbuildinghas becomeaneffectivewayforenterprisestoimprovetheircorecompetitiveness.Asa nationalintangibleculturalheritage,withtheproblemofbackwardbrand conception.slowbrandconstructionandlackofbrand,thoughChaozhou'shandcraft teapothasmadesomeachievementsinproductformsandtypes,"famousproducts withoutfamousbrands"hasbecomeaportrayalofthecurrentsituation.Aimingatthe problemofChaozhouYhandcraftteapotcompanybrandinglately,limitsofmarketing approachesandthestraitnessofpromotionchannel,thepapertakesYhandcraftteapot companyastheresearchobjecttoputforwardthecorrespondingsolutionstrategyand rebuildChaozhouYhandcraftbrandcompanycontents,brandpersonalityandbrand imageinordertoimproveitsmarketcompetitiveness. ThispapermainlyUSESthetheorysynthesismethodandthequestionnairesurvey methodtocarryontheresearchandtakesYhandcraftteapotcompanyofChaozhouasan example.Firstly,thispaperdiscussesthesignificanceandtheoreticalbasisofbrand building,andthencombstheresearchstatusofbrandbuildingofintangiblecultural heritageathomeandabroad.Thispartisthebasicunderstandingoftheresearchobject, isthepremisetosolvetheproblem.Second,thepapersketchthepresentdevelopment andbrandingthroughbrandestablishment,brandculture,brandcommunicationand intellectualpropertyrightsetc.Andanalyzescurrentsituationandproblemofbrand.By usingscientificSWOTanalysismethodtopointoutthattheopportunitiesandthreatsin currentbuildingofYhandcraftteapot.ThispartistoconfirmtheproblemsofYhandcraft teapotcompanyattheaspectofbrandbuilding.Thirdly,thepaperproposes correspondingsolutionsaimingatthemainproblemssuchaslowpopularity,highprice andnarrowcommunicationchannelsandreasonablesuggestionsaregivenforbrand contentbuilding,accuratebrandpositioningandbrandimage-buildingofYhandcraft teapotcompany.Finally,thispaperobjectivelypointsoutthelimitationsofthisstudyand Abstract IV putsforwardsomeSuggestionsforthefollowingresearchdirections. Thisstudyfocusesonthebrandbuildingofintangibleculturalheritageenterprises andprovidesanewperspectiveandtheoreticalsupportforthecurrentresearchonthe branddevelopmentinintangibleculturalheritageindustry.Theresearchconclusionhas importantpracticalsignificanceforthebrandbuildingofYhandcraftteapotcompany andcanbeusedasareferenceforthebrandbuildinginotherintangibleculturalheritage industries. Keywords:chaozhou；handcraftteapot；intangibleculturalheritage；brandbuilding 广东工业大学硕士学位论文 V 目录 摘要........................................................................................................................................I Abstract..............................................................................................................................III 目录........................................................................................................................................V CONTENTS............................................................................................................................VIII 第一章绪论............................................................................................................................1 1.1研究背景...................................................................................................................1 1.2研究目的...................................................................................................................2 1.3研究意义...................................................................................................................2 1.3.1理论意义.......................................................................................................2 1.3.2实践意义.......................................................................................................3 1.4国内外研究现状......................................................................................................3 1.4.1品牌研究现状...............................................................................................3 1.4.2非物质文化遗产研究现状..........................................................................4 1.4.3非遗品牌塑造的研究现状..........................................................................5 1.5研究内容...................................................................................................................6 1.6研究方法...................................................................................................................7 1.7本章小结...................................................................................................................8 第二章理论基础和文献综述...............................................................................................9 2.1概念界定...................................................................................................................9 2.1.1非物质文化遗产...........................................................................................9 2.1.2品牌...............................................................................................................9 2.1.3品牌塑造.......................................................................................................9 2.2理论基础.................................................................................................................10 2.3企业品牌塑造文献综述........................................................................................11 2.4非遗品牌塑造的特点...........................................................................................12 2.5本章小结.................................................................................................................13 第三章Y手拉壶公司概述..................................................................................................14 3.1潮州非物质