Research On The Communication Strategy Of National Culture Brand Of Honghe Hani Terraced Field

With the development of social economy and the advancement of science and technology,culture has become an important component of economy,science and technology development and social civilization of a country,a region and even a country.Especially in the context of the great development of global economic integration,culture is one of the important symbols of a country and one of the important symbols to measure the comprehensive strength of a region.The development of social economy inevitably brings about the development of cultural industry,and cultural industry and economic and social development are interdependent relations.This particular cultural form also expands the growth point of social economic development,and inspires the related talents to realize economic development from cultural concepts.The development of cultural industry is highly valued by the party and the state,and the development of the cultural industry begins at the national level.As a new economic form,the cultural industry is emerging and its great economic value is recognized.To develop cultural industry,we need to create cultural brands.Among numerous cultural brands,minority culture brand led by the vigorous development of cultural industry in today’s society have many minority culture brand development quickly and go abroad,on the world stage had a great influence,such as image and impression Li Jiang.These ethnic culture brand not only carry forward the minority culture,also actively promote the development of local economy and society,in the process of promoting China’s economic and social development has played a huge role.This paper selects the cultural brand of Honghe Hani Terrace in Yuan Yang county,Yunnan province as the research object,and takes the brand communication thought as the guidance,and comprehensively examines the communication status of the cultural brand of Honghe Hani Terrace.Articles for Honghe Hani Terrace culture brand concept definition,for its culture the present situation of the brand communication,the author mainly from the main body,content and mode of transmission of these three aspects to analyze.In order to further study the Honghe Hani Terrace fields of brand communication,the author also understand the Honghe Hani terrace by the related personnel in depth interviews,the author thinks that the current Yuan Yang Honghe Hani Terrace fields culture brand spread there exist thefollowing problems: first,the positioning strategy problems;Secondly,there are problems with advertising strategy;Third,there are problems with the transmission of events;Fourth,the new media communication strategy has problems.Article at the end of the article,the author from the Honghe Hani Terrace fields culture according to the actual situation of brand communication,dig deeper into the brand development in the future,the marketing space,and for Honghe Hani Terrace fields culture brand communication strategy puts forward six Suggestions: first,do a good job in brand positioning;Second,further promote the brand recognition of terraced culture;Thirdly,implement advertising marketing communication strategy;Fourth,we should carry out brand event communication;Fifth,adapt to new marketing trends,innovate brand communication methods,and make new media brand communication;Sixth,integration of old and new media advantage resources,together do a good job in Honghe Hani terraced fields culture communication.It is of positive significance to study the effective communication of cultural brand of Honghe Hani Terrace,promote the construction of national culture,and revitalize the development of cultural industry.In recent years,the development of tourism has become an important driving force for local economic development.Although Yuan Yang has the world’s first-class tourism resources,it is also a national poverty-stricken county with about 140,000 poor people.How to through the spread of brand culture to explore,promote the spread of hani terrace culture,implement open awareness,attract more people to the local tourism,the resource advantage into economic advantage,promote the development of tourism industry,promote the rapid development of local economy,for the crucial power poverty become Honghe Hani Terrace fields another important significance of the brand communication.