The Research On The Construction Of Liuyang Fireworks Media Image

With the value of the brand of Liuyang Fireworks rising and cultural connotation of Liuyang Fireworks constantly enrich, Liuyang Fireworks accelerate its own brand promotion and dissemination becomes particularly important. Media is one of the most important meas of brand promotion and dissemination. Therefore, Liuyang Fireworks how to actively use the media for image reproduction, achieve its desired image positioning, expand the brand influence, has great significance on the development of itself. In this paper, we start from the connotation of Liuyang fireworks media image, systematic analysis of the motivation, goals, principles, conditions of Liuyang Fireworks media image building, discussed ways to build the image of Liuyang Fireworks media image as well as basic strategy, and analysis the media image of Liuyang Fireworks constructed by Hunan Daily as a case.This paper argues that Liuyang Fireworks media image are part of the dissemination of content media image system that partial initiation, Liuyang Fireworks media image has both systematic, timeliness, plasticity, continuity, vulnerability, five general characteristics of meida image, but also has fireworks viewing, regional, sides and other personalized features. These provide a possible for Liuyang Fireworks construct its desired media image. In the cultural development and prosperity background, driven by the changes in policy, industrial development and consumer demand three factors, Liuyang Fireworks need to use the media for brand promotion and dissemination, which made build a media image that based on the safety and environmental protection, culture and technology as the core, and for the purpose of spread traditional fireworks civilization and artistic, named "the source of creative fireworks in the world" has become necessary.Depending on the subject, the way of Liuyang Fireworks media image building has two kinds, one is a single linkage, namely government, associations, businesses each of the three main companies linked with the media; One is the integration of interactive, namely government, association, businesses enterprise of the three joint media integrated marketing.In the Liuyang Fireworks media image building, it is necessary to focus on internal innovation, is hard skills, accelerate industrial restructuring and upgrading, and establish a "cultural marketing" concept; At the same time pay attention to the external promotion, is active cooperative to extension, strengthen the daily management of media relation’s, established a Liuyang Fireworks CIS, enhance to planning activities of the image and endorsements, good whith public relations crisis.