贵州省苗族蜡染产业的品牌建设研究

doi:10.19640/j.cnki.jtau.2026.02.017

Journal of Tianjin Agricultural University ›› 2026, Vol. 33 ›› Issue (2): 98-102.doi: 10.19640/j.cnki.jtau.2026.02.017

Study on brand building of the Miao batik industry in Guizhou province

Song Renhe¹, Long Huaping^{1,Corresponding Author}, Jiang Bingnian²

1. School of Economics, Guizhou University, Guiyang 550025, China;
2. School of Mechanical, Electrical and Vehicle Engineering, East China Jiaotong University, Nanchang 330013, China

Received:2025-10-27 Online:2026-04-30 Published:2026-05-06

Abstract

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

CLC Number:

TS193.5
F724

Song Renhe, Long Huaping, Jiang Bingnian. Study on brand building of the Miao batik industry in Guizhou province[J]. Journal of Tianjin Agricultural University, 2026, 33(2): 98-102.

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Study on brand building of the Miao batik industry in Guizhou province

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