Research On The Brand Communication Strategy Of De Yun She

Crosstalk,as a traditional form of Quyi,originated in Xianfeng Period of the late Qing Dynasty,and has developed for about 150 years.With the changes of the times and the changes of art consumption,the traditional crosstalk is gradually declining.Since entering the 21 st century,De Yunshe,a folk crosstalk society,has sprung up.Under the leadership of Guo Degang,a crosstalk actor and his works have been launched under the slogan of restoring the traditional crosstalk art tradition.In addition,a series of marketing and brand promotion attempts have been carried out according to the characteristics of the modern art consumption market and the law of mass culture communication.There is no doubt that De Yunshe has become the most famous brand in the cross talk industry in China.There are different opinions on the art evaluation of De Yunshe crosstalk,but it can be regarded as a successful place to live the influence of traditional crosstalk in the performance market.Whether right or wrong,De Yunshe represents the active exploration of the transformation from traditional folk art to the contemporary performing art market.It is a typical case of domestic folk art groups trying to operate the art brand market.This paper attempts to summarize and analyze the brand communication strategies of De Yunshe by using the theories of brand and communication.Firstly,this paper briefly combs the history and style schools of the development of traditional crosstalk,outlines the different stages of development of De Yunshe,and clarifies the historical reasons of De Yunshe 's crosstalk art proposition and operation mode;the second chapter focuses on the analysis of the traditional inheritance and cultural interest of De Yunshe 's insistence on the "vulgar" crosstalk,analyzes its concept contradiction with the insistence on the "elegant" new crosstalk,and points out that De Yunshe The third chapter focuses on the specific analysis of the internal management mechanism of De Yunshe brand,star operation mechanism,and the creation mechanism of fan economy,and expounds the rules and methods of De Yunshe brand market operation;the fourth chapter studies the extension fields of De Yunshe brand respectively,and summarizes its extension methods into threecategories: Product line extension,media extension and cross category extension.It also summarizes and analyzes the current situation and brand risk of each type of extension.The fifth chapter summarizes and ponders the problems existing in the overall situation of De Yunshe 's brand operation.The author thinks that there are some problems in the process of development,such as insufficient brand maintenance,the content of works "only from fans",and the weakness of innovation ability,explores the causes of the problems,and finally puts forward the corresponding countermeasures.Compared with the western countries such as France "Moulin Rouge" and the United States "Broadway" and other brands based on their own traditional culture,the real commercial traditional cultural brands in China have not been fully established.As the forerunner of local cultural brand,De Yunshe 's efforts are worth studying.