Analysis of the Marketing Way of Xiang Embroidery

Abstract

Xiang Embroidery is Hunan's traditional handicrafts. In recent years, the demand for the embroidery market has been increasing. However, Xiang Embroidery’s position in the entire embroidery market is not high, and its overall demand is low. The purpose of this paper is to promote the status of Xiang Embroidery's industry and find a feasible development path for Xiang Embroidery. This article analyzed the basic situation of Xiang Embroidery's domestic and foreign markets, used 4Ps combinatorial marketing theory, took marketing as the starting point, and gave strategies and recommendations for how Xiang Embroidery implements effective marketing. Mastering the marketing method is the key to the rise of Xiang Embroidery.