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Research on the Construction and Dissemination of "Colorful Guizhou" Cultural Brand

Author: YuJian
Tutor: XiaoSu
School: Central China Normal University
Course: Rural and Regional Development
Keywords: colorful Guizhou Culture brand Brand building Brand communication
CLC: G127
Type: Master's thesis
Year: 2014
Downloads: 1
Quote: 0
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Abstract


"Colorful Guizhou" is the Guizhou provincial Party committee, the provincial government in order to promote the economic development of Guizhou, pulling Guizhou the rise of tourism, the provincial cultural brand set the power to create. Study of "colorful Guizhou" cultural brand, for the revival of Guizhou culture, innovation spirit of Guizhou,"Guizhou image" shape, the construction of ecological Guizhou and beautiful Guizhou, has important theoretical value and practical guiding role; How to brand integration of resources, to create a harmonious cultural value, with multiple relations with the original ecological wisdom as "necessary complement Chinese experience", and for the whole world to realize the multi nationalities culture inclusive growth to provide a vivid sample reference, with far-reaching historical significance and of great practical significance. In view of "colorful Guizhou" regional culture brand is a comprehensive, it not only has the culture of accumulation, but also leads the economy, so this thesis use the cultural geography, aesthetic anthropology, cultural industry, brand communication as the theoretical tools for the comprehensive research, the following basic points:First, the "colorful Guizhou" is a Guizhou original ecological culture as the main cultural relations, cultural diversity, a variety of ecological cultural phenomenon, many kinds of industrial state contains the concept of regional culture, has its unique, rich cultural connotation, Includes historical culture, national culture, red culture, ecological culture. The culture extract is "multiple, harmonious, original ecology", which is an important basis and cultural support to the construction of "colorful Guizhou" cultural brand.Second,"colorful Guizhou" is based on multi industries like state with the national song and dance, arts and crafts, festival exhibition, art film, the modern media culture and science and technology, culture and economic aggregate comprehensive cultural brand, It forms the "art complex","public service","industry integration","collaborative innovation" and other types of four, Take the "party and government to promote the construction, three linkage, social participation" in the form of its brand, to create "image and charm of colorful Guizhou" the cultural brand.Third, the spread of "colorful Guizhou" cultural brand must establish a set of recognition system, Through the concept of identification (MI), highlight the core value of brand, management mode, as well as the production and operation strategy, the purpose, the spirit of; Through the behavior recognition (BI), reflect the brand management, public relations, advertising, promotions and means; Through visual identification (VI), all the visual things cultural brand of visual recognition performance and the standard uniform, proprietary, brand image will be communicated to the public.Fourth,"colorful Guizhou" is an obvious public welfare, and covers a wide range of commercial culture brand, The special way of "communication, media, government agencies, enterprises spread" in a combination of communication strategy, using advertising communication, PR, marketing communication, image communication and other effective means, The aim is to put a "should travel, livable," colorful Guizhou new image win support among the people.Fifth,"colorful Guizhou" regional culture brand is a comprehensive, is cultural, artistic, and industry, Therefore, suitable for use in cultural geography, aesthetic anthropology, cultural industry, brand communication as the theoretical tools for research, In order to reveal the "colorful Guizhou" multiple cultural connotation and regional cultural characteristics, The creative results reveal the specific area, specific groups of aesthetic practice and aesthetic culture, To reveal the industrialization development strategy of "colorful Guizhou" cultural brand, To reveal the dissemination and marketing operation mechanism of "colorful Guizhou" culture brand, expand "colorful Guizhou" brand strength.

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CLC: > Culture, science,education, sports > The world culture and culture > China > Local culture and the culture
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