Analysis On Dilemmas And Countermeasures For Contemporary Hanfu Cultural Communication

With the rise of the Hanfu culture movement in the beginning of the 21 st century,the modern Hanfu culture has gradually entered the public's vision.However,the communication of Hanfu culture faces various problems which limits the communication effect and the development of related cultural industries.Therefore,through the case analysis of Chinese Costume Day this paper aims to find out what the problems are and where the reasons are and finally propound some solutions to improve the effect.Through the case analysis of Chinese Costume Day,it is found that the main characteristics of modern Hanfu culture communication are combining festival activities to build a sense of ritual,the transformation of communication path from "bottom-up" to "top-down" and commercialization.While comparing the current situation of modern Hanfu culture communication to the development and inheritance of Japanese kimono culture,the problems are found out to be lacking in unified consensus,value transmission,industrialized brand thinking,and social atmosphere.Based on the Brand Identity theory,the paper expects to improve the internal problems by building the brand of modern Hanfu culture and propounds solutions from four aspects of branding: brand as a product,brand as an organization,brand as a person and brand as a symbol.At the same time,some suggestions on supervision and guidance are put forward from the government level at the end of the paper.