Research On The Creation And Development Of Alxa Camel Cultural Bran

Cultural brand has gradually become an important cultural name card of a region.The economic benefits brought by cultural brands are becoming more and more important in today’s increasingly fierce competition.Alxa is known as the "Camel Town of China".Although it has rich camel culture resources,it does not pay much attention to the construction of camel culture brand,and the publicity is not in place,so that the camel culture of Alxa has not gained the attention commensurate with its status.In recent years,the country has gradually attached importance to the building of cultural market,and Alxa has gradually begun to develop the project of camel cultural tourism.These policies and measures provide a good opportunity for the establishment and development of Alxa Camel cultural brand.However,there are still many deficiencies in the construction of Alxa Camel cultural brand,such as the phenomenon of cultural discount in the process of communication,the phenomenon of empty cultural brand and the lack of cultural brand building atmosphere.Therefore,it is urgent for Alxa to build a mature and perfect camel culture brand in order to seize the opportunity and occupy a place in the cultural tourism market.After analyzing the research background,status quo,purpose and significance of the camel cultural brand,this paper uses literature analysis,field investigation and case study to analyze the establishment background,definition of connotation,development status and existing problems of the camel cultural brand,and finally puts forward relevant suggestions and countermeasures.The main contents include: the first chapter mainly introduces the general situation of Alxa,the development history of Alxa culture and the culture born.As well as the camel culture brand overview,analysis of the connotation of the camel culture brand;The second chapter focuses on the analysis of the reasons for the creation of the camel cultural brand,and analyzes the significance of the creation of the camel cultural brand from three aspects: cultural disseminators and cultural audiences.At the same time,the construction and carrier of the camel culture brand are introduced.Through the construction of the camel culture brand carrier,the camel culture brand has further physical project support.The third chapter,through the way of questionnaire survey,from the perspective of camel culture,camel culture brand and cultural audiences to the camel culture brand problems analysis and current situation interpretation;The fourth chapter analyzes the problems existing in the construction of camel culture brand,and points out that there are some problems in the construction of camel culture brand,such as prominent cultural discount in the process of communication,obvious phenomenon of empty cultural brand,insufficient publicity and promotion,and lack of strong cultural atmosphere.Chapter five,based on the contents of the previous chapters,this chapter focuses on the solution to the problem,that is,to establish a good brand image,build brand awareness and reputation,and drive the development of the camel cultural brand through reasonable planning,enriching the connotation of the camel cultural brand,enhancing the competitiveness of the cultural brand through inheritance and innovation,and enhancing the brand influence through publicity and promotion.Transform the cultural value into economic value and social value,and enhance the cultural competitiveness of Alxa League.