摘 要
近年来，中国的传统文化和传统工艺被各方组织通过各类形式在大众中推
广和传播，人们生活品质在提高、生活方式也更加多元化，于是人们对学习我
国传统工艺的兴趣越发高涨。传统木工榫卯工艺属于我国传统工艺的一种，目
前，许多新生代木匠以现代木工坊为载体传承和发展这项技艺，而且改变着人
们的生活方式。2014年以来，国内现代木工坊如雨后春笋，遍地开花，作为一
个新兴行业，相对小众，也没有成型的商业模式，鲜少有人专门研究过木工坊
的营销策略。现代木工坊经营业务多样，一般每个木工坊都有自己的核心项目。
有的专注于儿童启蒙教育、成人基础培训、职业教育等，属于教育培训类别的
木工坊；有提供共享木工空间、木作体验的木工俱乐部类木工坊；有设计定制
传统工艺木质家具类的木工坊；有专注于古建筑、古家具研究和制作类的木工
坊；有木作制品展示销售类的工作室类木工坊；还有一些是指导木工坊搭建类、
制作销售木工工具的木工坊。在 2018年 9月 20日，中国林产工业协会木艺工
坊专业委员会组建成立。可以看出木工坊的未来和发展趋势有一定研究意义。
本文以木语舍木工坊为研究对象，通过阅读文献、市场调研，再基于理论
和工具分析研究对象的营销现状，找出木工坊及木工坊主营产品的营销存在的
问题，提出改进意见。木语舍木工坊主营传统榫卯工艺实木产品的个性定制，
本文首先梳理国内外传统工艺、工作室、木工坊、定制营销和线上营销的相关
文献观点。其次，通过 PEST 分析法、波特五力分析模型，SWOT 分析法等工
具，对木工坊的营销环境、木工坊本身以及主营产品进行全面深入地分析；再
结合对现实消费者的回访和潜在消费者问卷调查、走访观察以及整理出的销售
信息等材料归纳木语舍营销现状。然后，根据调研结果和分析内容，以 STP营
销战略和 4P营销理论为基础，整合定制营销的特点提出木语舍木工坊目前营销
方面存在的问题。最后，针对存在的问题给出相应可行的营销策略建议。包括
目标市场选择 35岁以上中产人群；产品策略方面需在产品组合、产品属性、产
品品牌和产品服务上提出改进建议；价格策略上，针对不同的产品组合和消费
者特点采用成本导向定价策略、顾客心理定价策略和差别定价策略；渠道策略
上，通过口碑、现代网络渠道和跨行业合作渠道打开木语舍的市场份额；促销
策略方面，采用公共关系和新媒体方面展开促销活动。
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木工坊是新兴行业，它的商业模式和运营体系均不成熟，在这个背景下它
的营销研究就更加有难度。本文希望通过对木语舍木工坊营销战略和策略的研
究为其他木工坊在制定营销策略上提供可参考的借鉴。
关键字：木工坊；定制产品；4P理论；营销战略；
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Abstract
With the improvement of people's living conditions over the past few years, the
desire of diversified life style and interest in learning traditional culture has emerged
and grew rapidly among young generations. Mortise and tenon joint is one of the
traditional crafts in China that attracted people's attention. An increasing number of
carpenters seized these opportunities and established modern woodwork studios
which not only sell customized furniture and accessories, but also aim to inherit and
revitalize this precious craft. Since 2014, modern woodwork studios, as an niche and
emerging industry, have sprung up all over the country. However, the lack of
sophisticated business model and marketing strategy have limited its ability to grow
sustainably, maintain healthy profitability / financial position, and expand cultural
influence. Modern woodwork studios operate in
a wide range of businesses,
generally each studio has its own core projects. Education & training styles studios
focus on the children's enlightenment education, vocational education, adult
education and training；some studios serve as wood clubs and provide Shared space,
wood crafting experience and lessons; some studios design customized traditional
wooden furniture；some focus on the research and production of archaistic buildings,
archaistic furniture；some works as showroom for wood products, and others provide
guidance and workshop for production / sales of woodworking tools.On September
20, 2018, with
the guidance of China National Forest Product Industry
Association,Woodwork studio Professional Committee was established. However,
currently, few people have studied the marketing strategy of woodwork studio.
This paper takes the Woodwork Studio of Wood Language Club as the research
object, analyzing the marketing status of the research object through reading literature,
consumer survey, and the use of theories and tools, identify his existing problems in
the marketing of the woodwork studios and the main products issues , and improving
the marketing strategy. The core business of the Woodwork Studio of Wood
Language Club is customized solid wood products using traditional mortise and tenon
technique. First of all, this paper combs the domestic and foreign traditional craft,
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