Research on the Innovation Path of Marketing Approach of Hetian Region's Atlas Industry
Hetian region is the origin place and main producing area of atlas silk.However,due to the regional influence and resource constraints,the operation of atlas industry in Hetian region is scattered,the marketing mode is single,the brand awareness is weak,the professional talents are lacking,and the industrial development is slow.To explore the solution,this paper first made a SWOT strategic analysis on the development of atlas industry in Hetian,and then through the three dimensions of value proposition,value creation and value acquisition,respec-tively discussed the practical application of personalized customization,live e-commerce marketing,new media marketing,cross-border marketing and cross-border e-commerce in Hetian region's atlas industry,and summarized the key elements of marketing path innovation.Finally,the guiding suggestions for the upgrading and development of atlas industry in Hetian region was given.
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