关键词: 苗族蜡染, 品牌建设, 非物质文化遗产, 实证分析, 乡村振兴

Abstract: Miao batik is not only a core carrier of Miao traditional culture but also a key intangible cultural heritage in Guizhou, holding significant value in cultural inheritance and economic development. Focusing on the Miao batik industry in Guizhou, this study adopts a combination of field research, questionnaire surveys, case interviews, and empirical analysis to explore the influencing factors and optimization paths of its brand construction. Based on 100 valid questionnaires, descriptive statistics, reliability and validity tests, Spearman correlation analysis, and multiple linear regression analysis are conducted to verify the effects of product design, brand positioning, promotional methods, and gender factors on brand construction. The results show that product design positively promotes brand construction, while vague brand positioning and unreasonable promotional methods exert inhibitory effects, and gender factors have differentiated impacts. Combining the characteristics of the industry, optimization paths are proposed from five aspects: precise positioning, product innovation, marketing communication, talent cultivation, and policy guarantee.

Key words: Miao batik, brand building, intangible cultural heritage, empirical analysis, rural revitalization