A Study On The Communication Strategy Of Chinese Quyi Forms Brand

As the general name of the singing and telling arts of various ethnic groups in China,Quyi,this art form has developed for more than 2,000 years,and there are more than 500 kinds of quyi in existence,and some quyi have been added to the national intangible cultural heritage list in batches.Although quyi has experienced a low ebb,some of them,especially the formation of the consumer market of Chinese cultural products,are gradually recovering,and they are active in tea houses and theaters across the country in the form of folk class clubs,of which the main one is the Deyun Club.At the same time,Deyun Club has gradually grown into one of the more famous large-scale professional cross-talk societies in China,playing an important role in inheriting and carrying forward traditional Chinese culture,and gradually forming a strong influence in the domestic comedy market.The emergence of Deyun Club has injected new vitality into the recovery and development of Quyi.Although it has experienced turmoil in the development process,the success of Deyun Club is closely related to the brand communication strategy of Deyun Club.This paper starts from the perspective of communication science,adopts the literature method and case analysis method,and takes the SIVA theory as the theoretical basis.Starting from the four aspects of solutions,information,value and approach,combined with the background and communication characteristics of the current era,the brand communication strategy of Deyun Club is studied in depth.The study found that in terms of audience needs,cross-talk content is more easily accepted by contemporary audiences by allowing them to shoot and secondary communication on the spot,using plots to give actors character settings,and satisfying audience fantasies through scene extension;in terms of content production,cross-talk content is more easily accepted by contemporary audiences by embedding modern content in the traditional theme structure,embedding other forms of music art in the content,forming brand symbolic symbols to attract audience interaction,and promoting other forms of content in the existing model;in terms of emotional value,Deyun Club establishes emotional identity on the core of traditional culture and transmits positive values through the way of "new and old collocation";in terms of communication channels,Deyun Club integrates offline and online channels,and the use of self-media channels is also very diversified.In addition,through research,it is found that the brand communication strategy of Deyun Club still has problems such as lack of guidance and control of secondary communication content,the setting of some actors and characters is not yet solid,the communication content cannot continue to attract audiences,the quality of works caused by capital injection has declined,and the layout of self-media channels is not comprehensive.These problems hinder the future development of Deyun Club,and they are also problems that must be faced by the development of Quyi brand.In this regard,based on the SIVA theory,based on the audience and the current situation,this paper proposes corresponding solutions from the audience demand,content production and communication channels,and solves the problems related to the needs of the audience by focusing on the positive guidance and cultivation of the audience;solves the problems related to the content production by exploring new content forms,the balance between work creation and business resources under the traditional framework;and solves the problems related to the communication channels by accelerating the pace of channel layout.It is hoped that through the above measures,the communication strategy of the Deyun Club brand will be improved,which will bring certain enlightenment to the communication strategy of the Quyi brand.