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Brand Image Perception and Enhancement Strategies of Zhaoqing Duan Inkstones: An Online Text Analysis Based on Weibo

Author(s)

Qing Hu1, Leilei Liu2

Affiliation(s)

1Tourism and Historical Culture College, Zhaoqing University, Zhaoqing, Guangdong, China 2School of Fine Arts, School of Design, Zhaoqing University, Zhaoqing, Guangdong, China

Abstract

The Duan inkstone is a form of intangible cultural heritage and a cultural symbol. Improving its brand image has a positive effect on the sustainable development of the industry and its place of origin. Through online text analysis, this study found that consumers' understanding of Duan inkstones mainly revolves around two core concepts “Duan inkstone” and “Zhaoqing” , and the content mostly involves the object itself, geography, culture, experience, and emotion. On the whole, consumers' sentiment is mostly positive and their evaluations are relatively high, but there are still problems such as aesthetic disconnect, weak social media dissemination, and price anxiety. This article puts forward five strategies of exhibition optimization, design improvement, communication deepening, traceability reconstruction, and public communication strengthening to provide data support and improvement suggestions for Duan inkstone brand upgrading and place-of-origin brand promotion.

Keywords

Online Text Analysis; Zhaoqing Duan Inkstone; Brand Image Perception; Enhancement Strategy

References

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