The Research And Countermeasures Of Shandong Province’s Regional Brand Communication Status

The beginning of the birth of the brand is to identify the source of things, up to now, the brand has become a kind of culture. Subject of brand give the brand to profound and rich cultural connotations, combine effective internal and external communication, so that consumers can generate feelings of brand, form brand preference and brand loyalty. People’s life, work, learning process is full of brand information, from household appliances to IT products, from grain to fruit, vegetable and so on. When you buy something, you must see the brand of product. When you go to college, you must see the brand of university. When you want to travel, you must see the brand of destination. Brand is everywhere. From general character of brand, the most important is the "difference", producer put label to products, enterprises, cities, regions and countries, distinguished them from each other. However, there is only difference is not enough, in addition to the hardware conditions, brand communication is the key factor. None but brand communication, can make more audience know brand, can attract more investment, and promote the development of regional brand comprehensively. The focus of brand communication is realize the maximum spread range and communication effect, and that requires to investigate the subject, the audience, the environment, the goal, the strategy management and many other factors and links of regional brand communication.Although, more and more cities and areas began to realize the importance of city/regional brand communication, and the brand communication consciousness increases ceaselessly, but they also have a lot of flaws and shortcomings in practice. If the theory is not combined with the practice, then the theory must be empty, it is difficult to have the actual significance of the operation. This paper takes Shandong regional brand as an example, analyzes the communication resources and communication strategy of Shandong Province brand communication. In this article I make content analysis on news reporters from "People’s Daily" and "Popular Daily", aimed at understanding the communication status of regional brand of Shandong Province, and to provide some perspectives and theories to the spread of regional brands.