Research On Brand Construction Based On Intangible Cultural Heritage Cultural Creative Product

The Yi people's lacquer ware is a unique utensil of daily life of the Yi people.With its distinctive color pattern,characteristic craftsmanship and unique practical features,it has a strong Yi culture.The author tries to choose the Yi lacquer ware as the theme,from the brand perspective,based on the systematic design method and the precise tourism market positioning,the local cultural characteristics of the creative brand construction strategyThis article takes the brand of Yi nationality lacquerware as a practical case,based on the analysis of the advantages of the case of excellent non-legacy and brand creation,and the arrangement and analysis of the existing lacquerware and folk culture materials.From the five brand levels of brand positioning,brand recognition,product system,design method and brand communication,the brand construction with local characteristics and memories of the Yi nationality is carried out.The specific content and steps are as follows.The first pair of Yi people 's existing market resources and cultural materials for resource analysis,extracting local cultural elements with characteristics.The second brand positioning,according to the local tourism market resources,market segmentation and target consumer group positioning.The third construction of brand recognition,from the Yi people's lacquer culture elements combined with consumer demand to refine the brand concept,and the design of brand name and visual identity.The fourth construction product system and design method;the product system mainly consists of two major categories:cultural products and manual experience,and at the same time,the theme series products are built;the product design methods based on form extension,function replacement,technology integration and manual experience are proposed.The fifth is to develop a brand communication strategy,using the online channels of tourism,social and self-media platforms to create offline channels for scenic experience stores,and to drive the offline o2o model online;at the same time,conduct events,word of mouth,and participatory marketing for branding.Spread and promote.Through the brand-level perspective and method,we will build a systematic product and create a cultural and creative brand with local cultural characteristics.We hope to provide a reference for the development of cultural products with local characteristics.