Brand Communication Planning For "Chinese Celadon Town"

The popularity of characteristic towns has always been high in recent years.More and more construction plans follow with the policy advantages.However,due to the standard system,characteristic towns in China are facing the risk of survival of the fittest at present.Running characteristic towns by branding has become an effective way to avoid policy risks and enhance its own brand value.With its own industrial advantages and the uniqueness of intangible cultural heritage,Chinese celadon town is a typical representative among domestic characteristic towns.lt has a big brand ad'vantage.But at present,the town has not carried out systematic brand communication and little known by people outside of Longquan.This plan is based on the study of the market environment of characteristic towns and the resources of Chinese celadon towns,combined with the characteristics of cultural tourism town.Aiming at the communication status and main problems of the town,this paper puts forward a set of communication plan through the field tourist interview survey,target consumer insight,case analysis and SWOT analysis.With various forms of marketing such as event marketing,socialized marketing and brand cooperation,we expect to create the brand image of "international porcelain art pilgrimage site",improve the popularity of the town and optimize the operation effect of the town.