Brand Culture Of Winery In Memory Reproduction

Nowadays,the fiercely competitive wine market puts forward higher requirements for wine brands.Wine brand relies on the brand construction of winery or production area.The important connotation of the brand construction of winery or production area lies in brand culture.Brand culture is not naturally generated,but the continuous construction of human memory.It is helpful to enhance the brand competitiveness of winery and win the brand war to make in-depth research and Discussion on the reproduction of brand culture of winery with social memory.From the perspective of anthropology,based on the wine producing area Helan Mountain's East,Zhihui Yuanshi Chateau is taken as a case study.By means of field investigation,in-depth interviews were conducted with winery owners,winemakers,winery employees and nearby villagers to obtain first-hand information.Based on the anthropological theory of cultural memory,this paper explores the relationship between winery brand culture and individual and collective memory,analyses the ways and means of cultural memory to construct winery brand culture,and clarifies the importance of memory to the construction of winery brand culture.Thus,the significance of the brand culture of the winery to the construction of cluster brand in the wine producing area Helan Mountain's East is analyzed.This paper is divided into three parts: introduction,body and conclusion.The introduction part elaborates the research background,purpose and significance,and analysis the previous research results to provide the theoretical basis for this paper.The body part includes four chapters.The first chapter introduce the field point and clarify the reason why choose this Chateau.The second chapter discusses how to reproduce the winery brand culture by memory storage medium.The third chapter,based on the practice of memory,discusses the interactive process of establishing the winery brand culture in two ways: physical practice and identity conversion.The fourth chapter is trying to analyze the shortage of Ningxia Chateau in the aspect of constructing their brand culture by the way of memory re-creation to build the winery brand culture.The conclusion part is the conclusion,the inadequacies and the research prospects of this paper.