Research On The Brand Communication Of Hunan Characteristic Cultural Industry

Developing characteristic cultural industries is conducive to promoting the progress of cultural industries,driving the development of regional economy and spreading regional culture.The brand of characteristic cultural industry relies on characteristic cultural resources,which is the tangible carrier of the industry and the symbol of regional culture,and shows the brand value of "the one and only,different from the rest".In terms of brand connotation,brand construction and brand communication,both the brand and regional culture have the dual attributes.In terms of brand connotation,brand construction and brand communication,the relationship between brand and region is very close.It can be seen that regional culture plays a vital role in the whole process of brand establishment,development and dissemination of characteristic cultural industries.At present,Hunan characteristic cultural industry has created a series of regional characteristic cultural brands with influence at home and abroad through shaping unique industrial characteristics,creating a good cultural consumption environment and strong support and cultivation by the government.It has made remarkable achievements in brand culture,brand construction and brand effect.For Hunan province,the long-term development of characteristic cultural industry cannot be separated from brand communication.The communication of characteristic cultural industry brand has the significance of enhancing brand value,reshaping industrial form and enhancing regional influence.With the development,many problems have emerged.The essence of the problem is the lack of awareness of brand communication in Hunan characteristic culturalindustry,which is mainly reflected in three aspects: attaching importance to the official and ignoring the folk communication subject,attaching importance to products and ignoring brand communication concept,and attaching importance to function and ignoring humanistic communication content.Aiming at the above three great challenges,this paper discusses the specific strategies of brand communication of Hunan characteristic cultural industry.Firstly,in terms of communication concept,Hunan cultural identity is the premise and foundation of brand communication of Hunan characteristic cultural industry.The concept of two-way interaction is the key to innovation,and the integrated marketing communication thinking is the guidance.Secondly,the brand communication of Hunan characteristic cultural industry needs to create the communication subject that resonates between the government and the people.At the same time,determine the brand positioning,build brand image,and then establish differentiated communication content;Finally,subdivide the target audience,clarify the communication level,and adopt diversified communication means.Macroscopically,it is necessary to change the disordered industrial communication mode.It is necessary to use a variety of communication channels in a comprehensive way,based on Hunan culture,divides the brands of Hunan characteristic cultural industry into four types: Hunan spiritual culture,folk culture,implements culture and the fact of Hunan culture.Specific propagation mode for: Relying on Hunan spiritual culture "exploration +translation" transmissio mode,relying on Hunan folk culture "experience+ festival" transmission mode,relying on Hunan craft culture "presentation + exhibition" transmission mode,and relying on Hunan Utensilculture "nature+humanity" and "technology+spirit" propagationmodes.By constructing a new brand communication mode of Hunan characteristic cultural industry,the brand communication of Hunan characteristic cultural industry will be promoted,it will also promote the further development of industry and ultimately promote the external spread of Hunanculture.In addition,through the relevant exploration of Hunan's characteristic cultural industry brand and Hunan culture,brand communication strategy and communication mode,can also provide reference for brand communication of characteristic cultural industries in other regions of China.