Study On The Brand Spread Of Ethnic Festivals From The Perspective Of We Media

There are a large number of folk festivals or ethnic festivals in our country,especially in ethnic minority areas.Building national festival brand is an important way to inherit and spread the national culture,because a famous brand of ethnic festival can bring immeasurable economic and social benefits to the local.So,it has become an important issue that how to raise the popularity of ethnic festival brand and how to choose the best media to promote the brand in order to build it and develop the festival economy in ethnic areas.In view of this,the paper selects the Hunan(Nanshan)June 6th Folk Song Festival which has been known for one of the four national festival brand in Hunan province,as a case to study.The article works on the spread of the ethnic festival brand by We media.In-depth field investigation is made and development process of the folk song festival brand is summarized systematically in the paper.Then,on the basis of deep analysis of communicating factors of We media,the thesis uses SWOT method to analyse advantages,disadvantages,opportunities and challenges objectively of We media communication of the festival brand.Moreover,it puts forward the countermeasures to solve the problem.Finally,the paper study on and think about the common law reflected in the case.In the first chapter,the paper expounds the theoretical basis of the We media communication and ethnic festivals.The thesis believes that the popularization of communication subject is the basic features of We media and spread form the core to the edge is a common pattern of it.The second chapter carries on the longitudinal combing to the transformation of folk song festival brand,elaborates the development course of the Hunan(Nanshan)June 6th Folk Song Festival from the folk festival activity to provincial festival brand.It has implemented transmission strategy of We media from 2014 when the Hunan(Nanshan)June 6th Folk Song Festival formed its brand.The third chapter analyses the communication elements of the Hunan(Nanshan)June 6th Folk Song Festival based on 5W theory.Besides,this paper focuses on the communication effect based on the survey data and finds that the brand communication of the Hunan(Nanshan)June 6th Folk Song Festival is mainly through social networking platform of We media,such as micro-blog,we-chat.The brand awareness of Folk Song Festival is improved constantly by communication of We media.In the fouth chapter,some countermeasures are put forward for the dissemination of the the Hunan(Nanshan)June 6th Folk Song Festival brand through We media based on SWOT analysis,and then extend to the We media spread of all ethnic festival brands.Furthermore,some suggestions from the aspects of communication are given in the paper.This paper believes that We media is an important channel to spread the ethnic festival brand.When taking advantage of We media to spread brand,the subject of communication must be decentralized,the contents of dissemination innovative,media platform with high permeability selected,the user experience online and offline enhanced,and real-time communication effect analysed and evaluated.