Research On Brand Building Of "Liyuan Chun" From The Perspective Of Regional Culture

Traditional opera and television "graft" and the new art form-drama TV,both to promote the opera art,but also enriched the TV culture life."Liyuan Chun" is Henan TV in October 1994 launched a file to spread the Henan local drama as the main content of the opera television section.In reality show entertainment program get together on the screen,TV drama column showing a marginalized decline,"pear spring" column is still sticking to the golden file on Sunday broadcast,with a huge audience.As the longest life of China's TV section,"Liyuan Chun" break a traditional opera art and modern television media clever grafting,the perfect match of the road,more than 20 years,abide by the heritage of the Chinese opera culture,Series of open atmosphere first,ground gas innovation initiatives,not only for the promotion of traditional opera art made a significant contribution,and became popular favored by the audience,deep national influence and reputation of the outstanding brand column.Regional culture is the soul of the local TV and the foundation,giving the local TV features and personality,and television for the regional culture of transmission and protection has an immeasurable role."Liyuan Chun" rooted in Henan deep opera soil,out of a distinctive regional characteristics,the Central Plains culture thick,well-known brand shaping the road.Using the theory of communication,culture,brand science,television science and regional culture,this paper analyzes the branding of "pear spring" from the perspective of regional culture,which is to explore the relationship between regional culture and drama TV.It is necessary to summarize the background,the development course,the audience and the communication effect of the "Liyuan Chun" column as the object of the study.It is the focus of this chapter to cultivate the young audience and its cultural effect."Liyuan Chun" brand positioning is based on Henan deep drama soil,to the main difference between the opera characteristics,people-oriented civilians style,to win a broad audience base.Contains the cultural identity of the column and the symbolic name of the column constitutes a "pear spring" unique brand recognition,and ultimately the formation of brand personality."Liyuan Chun" column brand is from the culture of the Central Plains rooted up,and its brand must contain a wealth of regional cultural implication,such as dialect,opera,natural and cultural landscape and Henan spirit,their analysis will be given to the Column brand more cultural connotation and geographical color."Liyuan Chun" based on regional culture branding strategy is mainly reflected in: continue to cultivate the audience "brand loyalty degree";open culture of the Central Plains to give Henan people open,inclusive mentality,"pear spring" column group by taking the country To create a big ring,cross-regional communication,establish a "big opera" concept to expand the column brand;in the cultural heritage and media integration in the innovation section of the brand;for the humble feelings of the "pear spring" column group adhere to people-To carry forward the spirit of "big public welfare" and enhance the brand image.It is not only the research field of regional culture and opera television,but also the spread and promotion of traditional opera culture from the perspective of regional culture.