The Research On The Communication Of Cultural Brand Of "Colorful Gui Zhou"

With the vigorous development of the cultural industry,the cultural brands have entered the golden period of development."Colorful guizhou",which was born in 2005,is a regional cultural brand formed by guizhou provincial party committee and provincial government through a series of cultural activities.Creating and disseminating "colorful guizhou" is conducive to the economic transformation and upgrading of guizhou province and the prosperity and vitality of guizhou culture carried by the brand.Driven by the four factors of politics,economy,society and culture,brand communication has developed from scratch to a stage of development and expansion.In this process,the government,enterprises and the public jointly promote the development of brand communication.As the founder of the brand,the government takes the lead in planning the direction of communication.By authorizing the paid use of the trademark "colorful guizhou",the enterprise becomes a member of the brand communication camp.The people widely distributed in all walks of life are not only the audience of brand communication,but also the subjects who spontaneously participate in brand communication.The brand is mainly spread with the unique natural landscape,rich national culture,long red history as the content,through advertising communication,public relations communication,word of mouth communication,make the public awareness of the brand,goodwill,loyalty are increasing.There are still many problems in the communication of "colorful guizhou" cultural brand.The first problem facing the brand is the lack of accurate positioning of differentiation,which leads to fuzzy brand image.Secondly,the government and enterprises,as the main managers,are weak in brand management and have persistent problems in brand concept,operation and communication.Third,the spread of scattered,chaotic,old-fashioned content,seriously reduced the appeal of the brand.Fourth,although a large number of activities are carried out through advertising,public relations and word-of-mouth,their effectiveness is seriously insufficient.To enhance the brand communication power,the first step is to conduct differentiated communication positioning,and gradually identify the brand starting point from market positioning,audience positioning and image positioning.Secondly,the government,enterprises and the public should update the communication concept,adjust the communication operation,strengthen the in-depth communication and strengthen the brand management ability.Third,the integration of system content,into the image of innovation,add humanistic feelings,multi-dimensional enhance the strong appeal of brand content.Fourth,upgrade the communication mode,integrate web celebrity creativity into advertising communication,create star public relations activities,and guide word-of-mouth communication with network topics.