East E-Jiao: "marketing culture" gorgeous turn – donkey – the pharmace
Gold pans, silver shovel, San wood, animal skin and other Aconitum converge, this is doing? The original, these are the most superior materials stewed donkey-hide gelatin. At this point, the melodious "chanting" music, China's only representative Ejiao refining skills inheritors Qin Yufeng, who led the eight old mixing, remove the "Water Yam", into the gold pot, light Sang Chai . Subsequently, the "Winter Solstice 9 Tribute glue" of the refinery officially began.
East E-Jiao, Cao Zhi as "Xian Yao", Li Shi Zhen Feng as "holy medicine" valuable tonic, ancient royal nobility has even donkey-hide gelatin as a tribute, an annual winter school heavyweight producer Ejiao refining its long history . Today, shares of companies in the East E-Jiao Qin Yufeng's efforts, the Winter Solstice season in the birthplace of the East A county organized donkey Chinese Winter Solstice Festival donkey-hide gelatin, not only become a widely influential traditional Medicine Cultural event, it is becoming known throughout the East A county a business card.
"Culture Marketing "Call of the value of regression Ejiao
1974 into the East E-Jiao Qin Yufeng work, since he studied under age 17, seventh-generation descendant of Xu-Hong old pharmacist studying Ejiao traditional refining techniques, master all the techniques of rubber and become established in the Qing Dynasty Jiaqing five East E-Jiao manufacture and sale of Church Square? with Xingtang eighth transmission, third-level intangible cultural heritage items East E-Jiao craftsmanship representative inheritors.
Ejiao refining skills as traditional heritage eighth person, Qin Yufeng aware of: "For years, public awareness for e-gum stuck in the blood, belonging to the woman-specific, it is not the case. Historically, donkey-hide gelatin has been nourishing the top grade, has an excellent tonic, nutrition, prevention, care and health effects. Medical Saint Li's 'light-weight Jiufu Qi' evaluation of the effectiveness of space is the extension of the donkey-hide gelatin good evidence. "
In Qin Yufeng view, the value of donkey-hide gelatin, not only in its extraordinary success and good health tonic, but also in its cultural values. Therefore, he in charge after the East E-Jiao first thing to plan "cultural marketing works."
A result, the return value for the donkey-hide gelatin "cultural marketing" strategy to be fully implemented. 2006, Qin Yufeng organized a special team, with more than two years collecting, mining, sorting out the East E-Jiao prescription more than 3200, more than 100 tonic side, Paste more than 200; for Ejiao long history of 2,500 years, compiled a series of historical allusion Ejiao "East E-Jiao of surprises", has greatly enriched the cultural connotation of donkey-hide gelatin. Since the implementation of marketing strategies
culture, East E-Jiao, old and new products are all in short supply, Compound A mortar sales grew more than 30% market share in the blood increased by 11 percentage points.
"Marketing culture" shaped charm of the East E-Jiao Brand
Culture, after the success of marketing strategies, to the East E-Jiao major health concepts to better health to the society, Qin Yufeng proposed by the "cultural marketing" to "marketing culture" change? Marketing of traditional Chinese medicine health care ideas and health management. "Restoration winter tonic practices" and "to promote the cultural norms cream" is Qin Yufeng cultural strategy for the implementation of marketing initial target set.
Order to achieve the established objectives, Qin Yufeng first cultural festival to create business cards from the beginning. In 2009, the third East E-Jiao Qin Yufeng Festival changed its name to "Chinese Winter Solstice Festival donkey-hide gelatin", not only the promotion of Chinese culture, the winter solstice, have joined forces to promote the Chinese medicine sector winter Paste tonic, its purpose is to promote the traditional Chinese tonic way to restore , the tonic folk culture and Chinese culture, the combination regimen.
Order to protect the donkey-hide gelatin and non-material cultural heritage to achieve better, Qin Yufeng taken from the upstream and downstream industry chain development strategy to expand. In the upstream industry chain, the East E-Jiao in the country has established 13 support ass raw materials base and to the east around the Museum of E-Jiao beauty regimen relying on marketing of Traditional Chinese Medicine Health and Culture, from the producer to the health program's role change .
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