The Brand Construction And Communication Plan Of Sunac Mogan Valley

Based on the perspective of value co-creation between real estate enterprise and national strategy,the article put the brand developmental goals of Sunac Southeast and its cultural tourism business,and the current situation,problems and goals of Mogan Valley into consideration in the meantime,to put forward the solution and future plan of its' development,and raise this "brand construction and communication strategy of Mogan Valley"To be specific,as the groundbreaking work of Sunac Southeast in cultural tourism business,Mogan Valley is closely related to the development of Sunac Southeast and rural revitalization.Therefore,the article completes the background analysis of both of them in the first place.Then,to explore the rural cultural tourism industry and its market environment,the article shares the case analysis of Hangzhou Taoli Chunfeng and Guanyun Township in Mogan Mountain.After that,in view of the developmental situation and goals of Mogan Valley which are found in the field research,the article carries out the planning of brand strategy for Mogan Valley including brand construction and communication design.First of all,observed from market environment,developmental goals and consumer insights,the planning establishes the brand positioning of Mogan Valley which can be described as "A international rural town which is focus on agricultural civilization".And then,the article comes up with the brand and the visual system,including main brand "Ode to Mogan Valley" and five subsidiary brands such as "Ode to Old Time" "Ode to Rice" and so on.Secondly,based on the brand system,the article establishes the communication goals of different phases,and constructs the integrated brand communication strategies with target consumers and their media contact strategies,the contents and channels of brand communication,and the implementation plans of communication activities.What is mentioned above constitutes the whole brand strategy of Mogan Valley at the same time,which provides effective strategic guarantee for Mogan Valley to explore the way of rural revitalization and to create model in the rural cultural tourism industry for Sunac Southeast.