Henan Zhongyuan Tribute Brand Communication Research

In order to rescue and protect the classic national folk cultural heritage,integrate ethnic folk cultural resources,and promote the protection and inheritance of the national traditional folk culture,since 2007,the Henan Provincial Folk Literature and Art Association has investigated and declared the “Zhongyuan tribute”.And identified as a key project for the rescue project of Henan folk cultural heritage.Up to now,five criticisms have been made,and a total of 87 tribute inheritance units have been selected.However,most of the tribute inheritance units selected by the author have not been better developed,and the recognition is generally low,which is extremely unfavorable for the inheritance and development of tribute culture.Although the selection of “Zhongyuan tribute” has played a certain protective role for these inheritance units,it is far from enough to rely solely on the support and protection of the government.Only the inheritance unit itself promotes brand awareness,further enhances awareness and expands the audience.Increasing product sales and thus forming a certain scale of economic benefits is the long-term survival.In this context,this research starts with the relevant theories of brand and brand communication,and through the analysis of literature and field interviews,it forms an overall understanding of the development status and brand communication of Henan“Zhongyuan tribute”.On this basis,in view of the problems existing in the brand communication activities of Zhongyuan tribute,the related strategies for constructing brand communication concept,perfecting brand communication content and enriching brand communication means are proposed,in order to be conducive to the protection and inheritance of “Zhongyuan tribute”.The research mainly analyzes from the perspectives of communication,branding and advertising.I hope that through the discussion of “Zhongyuan tribute”,more people will pay attention to “Zhongyuan tribute” and put forward more effective ways for the protection and inheritance of tribute culture.