Research On The Communication Of Henan Wine Brand Culture

The Central Plains area is the birthplace of Chinese culture and the origin of wine culture.The narrow Central Plains area refers to Henan Province.In history,many dynasties built their capital in Henan,and Henan Wine as a whole also developed with the development of the national political,economic,and cultural center.Not only does Henan Wine have a long history of development,it also has a very rich cultural connotation.Well-known Henan Wine brands such as Du Kang,Baofeng,Credit Shop,and Zhang Gong have established many unique brand stories in the long development process;many literati He has left famous masterpieces about wine in the Central Plains;Henan’s rich historical and cultural resources also provide development materials for the wine culture in Henan.Although Henan Wine has a long history of development and has a very rich historical and cultural connotation,it is a shining pearl in the treasure house of Chinese wine culture.Vagueness,marketing strategies not adapting to market demand,etc.,led to the lack of its own glory in the national wine market in Henan Wine,Henan Wine market is gradually being divided up by foreign brands.In the fierce market competition,the development of Henan Wine is facing severe challenges,and many problems need to be solved urgently.The purpose of this article is to deepen Henan ’s own cultural connotation and cultural value,add cultural added value to Henan Wine,and fight this marketing war from the perspective of cultural dissemination,thereby helping Henan Wine to rejuvenate and enhance the brand value and brand of Henan Wine The influence has helped Henan Wine Industry gain a place in the whole liquor market.At the same time,by analyzing the development status of the Henan Wine industry and the influence of foreign brands on the Henan Wine brand,we explore the effective way for the return of the Henan Wine wine,that is,the brand should work hard on cultural strengths,strengthen strengths and avoid weaknesses,and form a distinctive Henan Wine culture,increase Their own cultural tastes put a cultural label on theconsumption of Henan Wine.By solving the above problems,it provides a certain reference for the operators of the Henan Wine brand.This article mainly uses the research methods of text analysis,case analysis,and field research to deeply explore and sort out the development history and cultural connotation of Henan Wine.At the same time,it summarizes the development status of Henan Wine brand and compares Henan Wine brand with foreign brands.Analyze the current problems of the Henan Wine brand,including unstable product quality,unclear brand positioning,unobtrusive cultural elements,and strong competition in the domestic and foreign markets.In response to the problems of the Henan Wine brand,countermeasures such as improving product quality,clarifying the brand positioning,digging out culturally improved packaging,and improving the overall competitiveness of the “Belt and Belt” are proposed.Finally,this article discusses how to tell the story of Henan Wine and spread the culture of Henan Wine from the perspective of brand communication in the new media era.The first is to use big data to accurately target the audience and meet the cultural consumption psychology of the audience.The second is to choose a communication platform that fits the meaning of the symbol.Strengthen the label of Henan Wine brand culture;third,we must combine a variety of communication channels,such as improving the brand’s Weibo public account and official website,placing TV variety advertisements,creating brand IP across cross-border names,and fully leveraging marketing,etc.Create the brand image of "cultural liquor" of Henan Wine;the fourth is to use media events to do brand public relations and form a good cultural atmosphere and brand image.