This study explored the brand building of the non-profit organization. The research objective of this paper is to analyze the processes and the method of brand building and try to change people’s attitude of Chinese traditional crafts by branding the non-profit organization. The most important thing of safeguarding the Chinese traditional craft is to solve the problem of lacking inheritors. According to market analysis and questionnaire, it is found that the job of the craftsman is not accepted by some Chinese people, therefore we brand the non-profit organization in ordertobrandthejob.First, baseonbrandpositionto build the visual identity ; secondly, building the programmes strategies, the research showed that the majority know a little of traditional craft, because there are very few organizations and schools of traditional craft making, most people say they would like to try to learn the traditional crafts, but don't know how. So the education-based craft organization is not only the social need but also the market demand; thirdly, build the channels for education by network that makes more people participate in, and the brand can influence more people’s attitude. This study aims to build a real non-profit organization to safeguard Chinese traditional craft by theory and practice, and provide the findings as the reference basis for building and developing the brand of non-profit organization to assist more non-profit organizations.
Questo studio si concentra sul tema brand building di una organizzazione no-profit. Lo scopo di questa ricerca è di analizzare i processi e il metodo del brand building e di cercar di cambiare la mentalità comune nei confronti dell’ artigianato cinese. Un problema fondamentale da prendere in considerazione e la mancanza di persone che siano disposte ad apprendere i fondamenti dell’artigianato tradizionale . Ricerche di mercato e questionari hanno dimostrato che il lavoro dell artigiano non e accettato da buona parte della popolazione cinese. Il nostro brand crea lavoro, costruisce identita visiva ,programma strategie,la ricerca ha dimostrato che molte persone hanno una qualche conoscenza dell artigianato,ci sono poche scuole e organizzzazioni capaci di divulgare e proporre questo argomento,ce comunque una curiosita generale e la maggior parte delle persone sarebbe ben disposta imparare e conoscere le basi di artigianato.non e quindi solo una necessita sociale ma e dettata dalla domanda di mercato.canali di propagazione e istruzione possono influenzare l attegiamneto comune della popolazione. Questo studio mira a costruire una vera e propria organizzazione no-profit per la salvaguardia di questo mestiere,sia teorica che pratica e ottenere risultati concreti per lo sviluppo e organizzazione del brand.
Traditional crafts & arts union. Branding a Chinese traditional crafts nonprofit organization
HUANG, QIANRU
2014/2015
Abstract
This study explored the brand building of the non-profit organization. The research objective of this paper is to analyze the processes and the method of brand building and try to change people’s attitude of Chinese traditional crafts by branding the non-profit organization. The most important thing of safeguarding the Chinese traditional craft is to solve the problem of lacking inheritors. According to market analysis and questionnaire, it is found that the job of the craftsman is not accepted by some Chinese people, therefore we brand the non-profit organization in ordertobrandthejob.First, baseonbrandpositionto build the visual identity ; secondly, building the programmes strategies, the research showed that the majority know a little of traditional craft, because there are very few organizations and schools of traditional craft making, most people say they would like to try to learn the traditional crafts, but don't know how. So the education-based craft organization is not only the social need but also the market demand; thirdly, build the channels for education by network that makes more people participate in, and the brand can influence more people’s attitude. This study aims to build a real non-profit organization to safeguard Chinese traditional craft by theory and practice, and provide the findings as the reference basis for building and developing the brand of non-profit organization to assist more non-profit organizations.File | Dimensione | Formato | |
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Descrizione: Testo della tesi di laurea di Huang Qianru
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https://hdl.handle.net/10589/109476