Research on Brand Building Strategy of Suzhou Embroidery Culture in the Background of Digital Marketing ——Based on the Perspective of SWOT Analysis

Abstract

In the context of rapid digital marketing development, the construction of the Suzhou Embroidery brand faces new challenges as well as opportunities for growth. This study uses SWOT analysis to thoroughly investigate the current state of Suzhou Embroidery, examining its cultural value, market potential, existing limitations, and external strategic opportunities. Suzhou Embroidery, while highly valued for its artistic and cultural significance, struggles with low market recognition, limited production efficiency, and narrow audience reach in today’s society. To address these issues, this study proposes a solution centered on branding strategies that enhance Suzhou Embroidery’s cultural heritage while adapting to modern market demands. The findings highlight the importance of increasing awareness and appreciation through digital media, optimizing production processes, and expanding the target audience to include younger generations and international consumers. By implementing these strategies, the Suzhou Embroidery brand can better navigate contemporary challenges, ultimately preserving and promoting its cultural legacy in a globalized market.