Li Zhi-gang
Shandong Institute of Commerce and Technology
Li Pei-zai
Shandong Institute of Commerce and Technology
After 30 years, in the intense wave of industrialization and intangible cultural heritage declaration, the Confucian Family Feast has once again gained the attention both from scholars and businessmen.
This paper will examine related research on the Confucian Family Feast and give an elaboration on marketing theories, along with descriptions of a successful case of a branded banquet by the author. After that, issues concerning Confucian Family Feast research, recovery of intangible cultural heritage, as well as marketing operations will be thoroughly discussed based on an analysis of the appellation of the Confucian Family Feast and its food activities. Then a strategy and a suggestion plan on the recovery and marketing of the Confucian Family Feast will be brought forward, that is, the establishment of a Confucian Family Feast Museum where people can experience related food activities. Operational proposals for the recovery of the Feast and suggestions for running the museum based on the author's successful marketing experience will also be given in this paper.
(Presented in the 2012 Asian Food Heritage Forum: Harmonizing Culture , Technology and Industry, 20-21 August 2012, Imperial Queen’s Park Hotel, Bangkok, organized by Institute of Thai Studies, Institute of Asian Studies, Faculty of Fine and Applied Arts, Chulalongkorn University, Chinese Dietary Culture Institute, Zhejiang Gongshang University, and Ministry of Culture, Thailand)