The Research On Brand Communication Planning Case Of Folk Catering Culture In Jiu Li

This article takes the representative emerging Phoenix Jiu Li Folk Catering Culture Company as an example to carry out brand-side cultural research and communication planning.From the perspectives of folk culture,the consumption trend of the development of the catering industry and the professional theory of communication science and advertising Jiuli folk catering enterprises to establish the concept of brand development,brand content and marketing communications planning and research.The main contents of planning research: First of all,the history of Jiu Li combing the history of Jiu Li and Miao culture to be linked to Jiu Li culture,folk dining as a starting point to create brand advertising language,brand story,develop a sound corporate culture,well-built Of the enterprise environment,the formation of the cohesion,centripetal force and binding force,improve the competitiveness of foreign enterprises,to create a strong corporate culture of soft culture,but also for the brand to give birth to a rich historical and cultural heritage;Second,determine the brand's core values and markets Positioning,extending a unified brand image and proposition,and the new brand image for the visual point of departure,combined with their own business characteristics of the product packaging for a unified upgrade;Finally,the analysis of the current development of the restaurant industry,effectively in the existing area(Phoenix)To establish a regional strong brand and lay the foundation for future regional radiation while formulating a strategy based on big data to disseminate Internet thinking and disseminating the media channels for the distribution of Jiu Li food and beverage brands to fully and efficiently disseminate the Jiu Li food and beverage brands to consumers,The market reached an effective communication.Finally,the planning and construction of the spread of the Phoenix Jiu Li folk food culture brand is from scratch to create a brand culture,from weak to strong to strengthen the relationship between enterprises and Miao culture,from inside to outside the design company corporate culture Concept,from the content,form to complete the brand's overall image of the construction and dissemination.It is of theoretical significance for small and medium-sized folk restaurants to establish a correct concept of brand development and to promote the positive and healthy development of the folk restaurant industry.On the basis of this,it demonstrates and carries forward the connotation and profound history of the folk-custom food culture with Chinese characteristics Cultural heritage.