Phát triển thương hiệu làng nghề thủ công mỹ nghệ truyền thống Việt Nam trong bối cảnh đại dịch Covid-19

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Tác giả: Cao Sơn Đào

Ngôn ngữ: Vie

Ký hiệu phân loại: 330 Economics

Thông tin xuất bản: Tạp chí Công thương 2022

Mô tả vật lý: 305-312

Bộ sưu tập: Metadata

ID: 405580

Thêm vào giỏ Liên kết toàn văn

Làng nghề ở Việt Nam với đa dạng các chủng loại sản phẩm tiếp tục khẳng định được tầm quan trọng của mình ưong quá trình phát triển kinh tế - xã hội. Tuy nhiên, trước bối cảnh thị trường bị ảnh hưởng nặng nề bởi dịch bệnh Covid-19, cùng với sự phát triển mạnh mẽ và liên tục của khoa học công nghệ, của các sản phẩm thay thế, của nhu cầu tiêu dùng, các làng nghề đã phải đối mặt với rất nhiều khó khăn để duy trì và phát triển thương hiệu của mình. Trên cơ sở tổng quan những vấn đề lý luận cơ bản về thương hiệu, thương hiệu tập thể, phát triển thương hiệu, cùng với sử dụng kết hợp các phương pháp nghiên cứu như phỏng vấn và quan sát tại các làng nghề được lựa chọn điển hình, tác giả tiến hành nghiên cứu phản ánh thực trạng và đưa ra một số giải pháp phát triển thương hiệu cho các làng nghề thủ công mỹ nghệ truyền thống Việt Nam đặc biệt trong bối cảnh Covid-19., Tóm tắt tiếng anh, Craft villages in Vietnam with a variety of products have affirmed their importance in the country's socio-economic development. However, as the market has been severely impacted by the COVID-19 pandemic and it has also developed thanks to the rapid scientific and technological changes, alternative products, and ever-changing demands, craft villages have faced many difficulties to survive and grow. By presenting an overview of theoretical issues on brand, collective brand, and brand development, using the semi-structured interview method and observation method, this study examines the current brand development of business establishments in some specific craft villages. Based on the study's findings, some solutions are proposed to help Vietnamese handicraft villages develop their brands, especially in the context of the on-going COVID-19 pandemic.

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