The Study Of Regional Brand Communication Under The Horizon Of Consumer Cultural

In the modern market economy conditions, the homogeneity of regional economy has becoming increasingly prominent toward mass.. Many economy areas face the more serious strategic problem that how to chose the better rights to build regional feature economic and keeping the sustainable development of regional economic at the same time., when facing this new challenge, it has become infeasible for the regional economic enterprise that only rely on regional development and local government policy support。Therefore, creating regional brand has become the new strategies and tools of regional development through the development of the economy and culture。Under global economic condition, the statues of China manufacturing powers gradually playing a more important role in the world, Manufacturing development has becoming more regional, scale, and systematical, And numerous of modern industry community was formed。 These products and industries has an important significance to local economic and social development。The local government and industry community also tried to make better use these characteristics and advantages of the products to make them too strong, and become a landmark in the region brand。From the brand theory perspective, the brand effect is the result of fast economic and cultural polymerization, which contains the dual economic and cultural double factors。 However, during the process of regional brand spreading, The appeals of the industry has strongly focus on technology innovation and on their regional products industry of demands as the orientation of regional economy, to some extent, which ignored the cultural factors。Constructing diversity regional brand under lacking of consumer culture system, when makeing regional product industry and regional cultural integration, it has Caused the homogeneity of regional brand and "public tragedy of the Commons". Therefore, this paper start from the consumption culture and the related theory of regional brand, Combing the related theory of regional brand communication research status, and then explained the theory of consumer culture under the spread of regional brand of new connotation and the new features, at the same time, Building the new regional brand communication mode and mechanism. And then analyze the constituent elements of the regional brand communications, described the relationship between the various elements and the operation process of the regional brand communications. In addition, in this paper, three main mode of regional brand was presented by combing with regional economic development state based on the three kind of regional brand mode, the different of spread subject and content was analyzed。The main result of this paper is to how to make better integrated system of local cultural, material culture and ideology of culture and other systems when constructing the regional brand, and Through the cultural elements, Adding more new economic development content and value to the process of economic development,Promoting the spread of regional brands.