Harbin Ice And Snow Tourism Cultural Innovation Under New Media Environment Research On Brand Image Design

With the rapid development of new media,its influence has become more and more extensive.It has caused huge reforms in all aspects of social life,and people’s brand awareness has also increased to a certain extent.The development of new media emerging technologies has a strong impact on the tourism cultural and creative brand and gradually reshaped it,providing a brand-new idea for the development and innovation of the tourism cultural and creative brand.People are increasingly pursuing high-quality,high-standard tourism cultural creative brands,and the accompanying tourism cultural and creative brand market competition is becoming increasingly fierce.However,the tourism cultural and creative brand image design is out of touch with the development trend of the times and cannot meet the people’s growing spirit.Cultural demand,if the tourism cultural and creative brand wants to gain a place in the fierce market competition,the tourism cultural and creative brand building,design and dissemination are particularly important.At present,there is fierce competition in the tourism cultural and creative brand market among various regions in China,and the tourism cultural and creative brand market with regional characteristics has developed rapidly.Although Harbin has always been a hot city for domestic ice and snow tourism,the overall brand image design and communication status still needs to be improved.The brand cultural connotation and ideology conveyed by the brand are mainly displayed through the brand image design.Whether the brand image design meets the target audience’s aesthetic pursuit usually determines the audience’s acceptance of the brand and products and the overall attitude.Harbin Ice and Snow Tourism Cultural and Creative Brand Image has a single publicity channel,and the brand image design and innovation awareness are not strong,which has seriously affected the development prospects of Harbin Ice and Snow Tourism Cultural and Creative Brand.We should devote more effort to gradually improve the brand image design of the Harbin ice tourism cultural and creative brand.This paper takes the Harbin Ice and Snow Tourism Cultural and Creative Brand as the main research entry point.First,it sorts out the development status andproblems of Harbin Ice and Snow Tourism,and draws conclusions by consulting relevant literature,field investigation and inspection of the tourism and cultural brand image design in Harbin and other regions,and Analyze the deficiencies and existing problems in the brand image design of Harbin Ice and Snow Tourism Cultural and Creative under the new media environment,combined with successful brand image design cases at home and abroad,and put forward personal suggestions or opinions on this series of issues.Based on the premise of the new media communication environment and characteristics,it analyzes the impact of the new media environment on brand image design and communication characteristics,and proposes and follows the design principles,design methods and design elements of the Harbin Ice Tourism Cultural and Creative Brand Image under the new media environment.Under the new media environment,Harbin Ice Tourism Cultural and Creative Brand Image Design proposes further feasibility design analysis and practical exploration.