Author(s)

ChenChen Wei¹, BoFan He², JingWen Li^1*, XinYun Lu¹, Ke Fang¹, CongHui Xu²

Affiliation(s)

¹School of EIT, Zhejiang Yuexiu University, Shaoxing 312000, Zhejiang, China.

²School of International Business, Zhejiang Yuexiu University, Shaoxing 312000, Zhejiang, China.

Corresponding Author

JingWen Li

ABSTRACT

Shaoxing Ancient Road, as a tourism resource with rich historical and cultural value and natural landscapes, has faced challenges such as insufficient tourism development and severe homogenization in recent years. Based on the 4Ps theory of marketing (Product, Price, Place, Promotion) and combined with brand-building strategies, this paper conducts an in-depth analysis of the brand construction and marketing strategies for Shaoxing Ancient Road. Through digital technology, cultural IP creation, and government cooperation, a series of marketing strategies tailored to the characteristics of Shaoxing Ancient Road are proposed, aiming to enhance its brand influence and promote the protection and sustainable development of the ancient road.

KEYWORDS

Shaoxing Ancient Road; Brand building; Marketing; 4Ps theory; Digital protection; Cultural IP

CITE THIS PAPER

ChenChen Wei, BoFan He, JingWen Li, XinYun Lu, Ke Fang, CongHui Xu. Brand building and marketing strategy for Shaoxing Ancient Road. World Journal of Economics and Business Research. 2025, 3(1): 15-18. DOI: https://doi.org/10.61784/wjebr3032.

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