Research On The Construction Of Traditional Folk Festival Culture Brand In My Country

Traditional folk festivals are an integral part of the long history of the Chinese nation,rich in content,diverse in form,with a wide range of mass and profound nationality.In recent years,with the increasing improvement of people’s living standards,cultural consumption has gradually upgraded.There is a "festival fever" all over the country,and more and more regions begin to hold traditional folk festival activities.For example,temple fairs during the Spring Festival,Lantern Festival,dragon boat race during the Dragon Boat Festival,etc.these traditional folk festivals have become an important medium to follow the excellent traditional culture of our country.However,in the process of development,these traditional folk festival activities are faced with many problems,such as homogenization of activity content,lack of activity marketing experience,over reliance on government support and so on.Based on this background,this paper takes Zigong Lantern Festival,a mature traditional folk festival,as the research object,takes folklore,management and marketing as the theoretical basis,and brand construction theory as the analytical framework.Through six aspects of brand positioning,brand design,brand communication,brand protection,brand extension and brand organization,this paper analyzes the brand construction process of Zigong Lantern Festival,This paper combs the current problems of Zigong Lantern Festival,and puts forward reasonable suggestions and solutions.At the same time,the successful experience of Zigong Lantern Festival is summarized to provide reference for the development of other traditional festivals.