Research On Communication Strategy Of "Cheongsam Town" Under The Theory Of Brand Contact Point Communication Mode

With the guidance of national policies and the support of social enterprises,the construction of special towns has been carried out all over the country.From the perspective of rural supply-side structural reform,the construction of characteristic towns and the development of small-town economy are also new economic growth points.The increasing number of characteristic towns is an important way to promote the development of rural economy and the transformation and upgrading.This paper,taking Wujiang town in cheongsam brand as the research object,from the brand of expert Li Hailong the perspective of brand contact points communication mode,refining the core value of brand cheongsam town.And then,from the key points,the auxiliary contact points and the verification point of contact point three aspects of the cheongsam town's problems in brand distribution.The study found that the cheongsam town was invested and built by Binhu investment group(the state-owned enterprise of Wujiang district)under the guidance of policy.Its brand connotation is not enough.Lack of rich communication contact points in brand story communication.In addition,the brand communication system of the cheongsam town needs to be improved,and there is no innovation in communication channel construction and communication mode.In view of the above problems and the resources of the cheongsam town,this paper puts forward the following strategies: Firstly,the tourism IP image and the cultural festival related to cheongsam are established to enrich the cultural connotation of the cheongsam town.Secondly,through the virtual reality technology and digital museum's innovative cheongsam culture communication mode,the brand status of the cheongsam town is enhanced.And then based on the existing new media communication channel integration and accurate transmission of information,brand communicators need to perfect the cheongsam town auxiliary contact transmission,build channels "online and off-line" brand communication system.Finally,increase the positive evaluation of the cheongsam town on the tourism strategy platform.The brand of the cheongsam town attaches great importance to the communication of management and verification contact points,and does a good job in public relations.