Research on Multidimensional Design of Huaiyang Mud Dog Cultural and Creative Products Based on the Taihao Mausoleum Temple Fair

Jing Li; Nurul Azlen binti Hanifah

doi:10.71222/26r2gx30

Authors

Jing Li City University of Malaysia, Kuala Lumpur, 50000, Malaysia Author
Nurul Azlen binti Hanifah City University of Malaysia, Kuala Lumpur, 50000, Malaysia Author

DOI:

https://doi.org/10.71222/26r2gx30

Keywords:

Huaiyang Mud Dog, Taihao Mausoleum Temple Fair, Brand Design, Marketing, Intangible Cultural Heritage Inheritance

Abstract

Huaiyang Mud Dog, as a national-level intangible cultural heritage, carries the primitive genes of Fuxi culture and serves as a unique cultural symbol in the Central Plains region. The Taihao Mausoleum Temple Fair attracts over 8 million tourists annually, providing a natural sales scenario and cultural dissemination window for Mud Dog. However, the current sales model of Mud Dog at the temple fair remains at the "street stall" stage, with problems such as single product forms, weak brand awareness, and extensive consumption experience. This paper takes the Taihao Mausoleum Temple Fair as the core scenario, integrates brand design and marketing theories, and proposes a design path for deep integration of branding and temple fair economy. The research constructs implementable plans from six dimensions: brand positioning, brand identity system, product strategy, pricing strategy, channel strategy, and promotion strategy, and explores innovative models of experience marketing and private traffic operation, aiming to provide systematic theoretical and practical paths for the transformation and upgrading of Mud Dog from traditional handicraft to modern cultural brand.

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