Guangxi Mulao Ethnic Minority Yifan Festival Brand Development Design And Promotion And Application

Intangible cultural heritage is an important part of traditional ethnic culture,including historical and cultural deposits,humanistic resources and traditional handicraft techniques.With the development and social transformation in the digital era,people are more willing to try new things,resulting in intangible cultural heritage gradually losing its original audience and market.In recent years,the Chinese government has strongly supported the protection and inheritance of intangible cultural heritage and encouraged it to participate in market operation,so that more and more intangible cultural heritage has realized its own dynamic development.This research focuses on cultural protection and inheritance and aims to promote Yifan festival.It realizes the dynamic development of Yifan Festival through the branding of Mulao Ethnic Minority Yifan Festival in Guangxi.This research according to cultural regeneration concept,combined with the case of ethnic festivals development at home and abroad,by the methods of literature analysis and field research,to the present domestic and foreign researches on ethnic festivals development,conducting inductive analysis of the current situation of guangxi mulam as reference,relying on brand building methods,follow the "inheritance development,and secondly brand design" for the principle,Realize the development and design of ethnic festival brand,and then better promote the Mulao ethnic Yifan Festival in Guangxi.It aims to provide specific suggestions to solve problems such as inadequate publicity and promotion of Yifan Festival,incomplete brand building and limited ethnic cultural inheritance,and finally form a set of brand design and promotion schemes for Yifan Festival for reference.The building of ethnic brands for the purpose of cultural inheritance and sustainable development is an effective way to realize the dynamic development of folk culture and solve social hot issues in response to the ethnic call for intangible cultural heritage to enter the market and realize operation,promote the protection and inheritance of intangible cultural heritage in minority areas.Festivals such non-material cultural heritage of the brand,is the realization of traditional culture and modern society,economic development and cultural construction the important means of combining is the realization of the important support of the local economic development,is the solution to ease the employment pressure of the society,young population loss situation,reduce the ethnic minority areas empty nester and left-behind children phenomenon is one of the effective way,this has important implications.Guided by the concept of cultural reproduction,establish with according to the food festival creates the brand culture connotation and history background of wen and the way of promotion,to resolve in accordance with the Yifan Festival promotion does not reach the designated position,brand building has not been formed,such as the limited ethnic cultural heritage issues,and for the development of Yifan Festival brand design and festival promotion to give specific policy recommendations and guidelines.Finally,a set of brand design and promotion plan for yifan Festival will be formed for reference.Mulao ethnic group in Guangxi with Yifan festival brand promotion,not only would help minority folk culture into the public view,Enable the public to have a richer and more comprehensive understanding of Chinese culture,drive the economic development of remote areas of ethnic minorities,and further enhance people’s attention and perception of ethnic minority folk culture,formation of ethnic cultural identity and cultural self-confidence,to provide spiritual strength for the great rejuvenation of the Chinese nation.