Current Situation and Innovation of Marketing of Henan Black Pottery Industry in the Context of Rural Revitalization Path

在乡村振兴战略背景下，河南黑陶产业作为地方特色文化产业，具有重要的经济与文化价值。然而，当前河南黑陶产业在营销过程中仍面临诸多挑战，如品牌影响力不足、产品同质化严重、营销渠道单一等问题。本文通过实地调研与文献分析，深入剖析河南黑陶产业营销现状，探讨其在品牌建设、产品创新、市场拓展等方面的不足。基于此，提出创新路径，包括构建黑陶产业价值协同营销模型、推动产品差异化与多元化、利用数字化技术拓展营销渠道等。因此，研究黑陶产业在乡村振兴背景下的营销现状与创新路径，对于传承发展黑陶产业、推动黑陶产业可持续性发展以及振兴乡村经济具有重要的理论与现实意义。Under the background of the rural revitalization strategy, Henan black pottery industry, as a local characteristic cultural industry, holds significant economic and cultural value. However, the current marketing process of Henan’s black pottery industry still faces numerous challenges, such as insufficient brand influence, severe product homogenization, and single marketing channels. This paper, through field research and literature analysis, thoroughly examines the current state of marketing in Henan’s black pottery industry and explores its shortcomings in brand building, product innovation, and market expansion. Based on this, innovative approaches are proposed, including constructing a value-coordinated marketing model for the black pottery industry, promoting product differentiation and diversification, and utilizing digital technology to expand marketing channels. Therefore, studying the current marketing status and innovative paths of the black pottery industry under the backdrop of rural revitalization is of great theoretical and practical significance for inheriting and developing the black pottery industry, promoting its sustainable development, and revitalizing the rural economy.