| Since the beginning of Yellow Emperor,Hanfu has a history of thousands of years,regardless of its shape,pattern or evolution,are carrying a profound Chinese traditional culture.It is a pity that after the “Shaving and changing clothes”of the Qing dynasty,Hanfu was not worn as daily clothes.With the founding of New China,the revival of traditional culture,Hanfu and the hanfu movement,which carried Hanfu,arose in response to the situation,reappeared in this ancient land.The sub-cultural groups with Han Fu as the core emerged and grew gradually due to the revival of Han Fu.With the network as the link,they established their own community,shared knowledge related to Han Fu,and gradually formed Han Fu as the main body,and led the photography,accessories,leasing and other derivatives,the surrounding Chinese culture clothing industry chain,the early entry of the brand has become a well-known brand,and gradually layout the country.This paper is divided into four chapters to study the development of Hanfu brand.Firstly,the research background and significance of this paper are discussed,and the research status of Hanfu and brand communication are summarized.In the second chapter,the author first defines Hanfu and Hanfu brands,combs the endogenous logic of the formation of Hanfu brands,the status quo of market development and the classification of audience,and then summarizes the communication characteristics of Hanfu brands from four aspects.The third chapter is the key part of this paper.The author collects information through online,offline observation,case interview and so on,and carries on the omni-directional research to the brand communication of Hanfu,and with SWOT framework for classification,summed up the Hanfu brand communication internal strengths,weaknesses,external opportunities and challenges.In the last chapter,based on the previous information and research results,the author puts forward some suggestions on the development of contemporary Hanfu brand.This paper is based on participatory observation and case interviews,combined with big data published by iresearch,CBNDATA and other industry research institutions,this paper summarizes the characteristics and phenomena of Hanfu brand communication through the author’s observation in QQ Hanfu group and the collection of network-related data,and validates it through case interviews,so as to get the SWOT matrix of Hanfu brand communication.This research has the realistic research significance,unifies the analysis Hanfu brand dissemination characteristic,analyzes the hanfu brand dissemination internal superiority and the inferiority as well as the external environment,to provide the scholars who are not involved in and interested in the development of the Hanfu brand with a comprehensive comb;to enable the hanfu brands to better understand the advantages and disadvantages of their own brand communication,and to master the methods to improve the brand communication power,to help them explore how to avoid disadvantages,highlight advantages and carry out efficient brand image building and communication,improve their brand value,and finally,through the construction of the Hanfu brand,strengthen China ’ s cultural confidence,help Chinese traditional culture “Go out”. |
