On The Brand Marketing Of The Eight - Route Army Culture Tourism In Wuxiang County

Since the reform and opening up started, people in China have lived a better life and traveling for pleasure has been one of the methods which people use to enrich their lives with the rapid development of economy. The tourism industry, which possesses many advantages such as high quality of economic benefits and relatively little environmental pollution.etc., is gaining more supports from our government.Wuxiang county in Shanxi province has a long history of 7300 years. In the period of the Anti-Japanese War, Wuxiang county had an important strategic position as one of the headquarters of the Eighth Route army. Since the reform and opening up started, the traffic inconvenience has led to Wuxiang county becoming a district that needs financial support from our country. When it came to 2000, the government in Wuxiang county started to focus on the red tourism resources that could be used to build a brand about traveling whose theme is culture of the Eighth Route army. After more than ten years, this brand has successfully driven Wuxiang county possessing higher urbanization. Therefore, in this paper, based on the theory of brand communication, the author analyses the historic characters and social realities and absolute advantage of brand communication in Wuxiang county with the help of literature analysis method, hoping to find the strong point of its brand marketing through the integrated marketing communications and put forward some useful suggestions for Wuxiang county.In order to write this paper, the author surveyed personally in Wuxiang county many times and mastered the detailed information about the brand communications in Wuxiang county. The main task of this paper is to research the status quo about its brand communication. Here are the conclusions:1.The brand orientation of Wuxiang county, which is about the culture of the Eighth Route army, is relatively advantageous in competitiveness. The culture of the Eighth Route army belongs to Wuxiang’s absolute advantage resources and it provides convenience for brand marketing; the methods of brand marketing are multiple, one of which is integrated marketing communications; Wuxiang county uses the tourism festival of the culture of the Eighth Route army to promote its brand.2.The brand marketing communications in Wuxiang county have their own benefits and shortcomings and some suggestions have been put forward in this paper. It would be better if the storytelling of brand marketing had been reinforced, brand marketing had a slogan of unified image, the strategy of opening up to the outside world had been implemented effectively, more talents had been introducted, the participation of the whole people had been enhanced and the implantable marketing about film and marketing had been used. Redesigning Wuxiang’s brand marketing has the model significance for its development.The reform and opening up might have led to many old revolutionary base areas becoming impoverished. Hence, the experience of Wuxiang county may be conductive to these areas.