Study On Brand Value Promotion Strategy Of "March 3rd" Festival Of Li And Miao People In Hainan

As we all know,Hainan is a tropical island surrounded by the sea.The Li people are the earliest indigenous people in Hainan,and the unique cultural resources of Hainan ethnic minorities are a unique banner in Hainan customs.As a ethnic tourism brand,the festival of "March 3rd" came into being.Ethnic minority festivals can be branded.They are different from general commodities and services.Differentiation and added value are the two most important elements for ethnic minority festivals to meet the branding strategy.This paper takes "March 3rd" tourism festival brand of Li and Miao in Hainan as the research object and uses Aaker model to explore brand value.Questionnaire was used to investigate the tourists visiting the festival of "March 3rd".According to the survey,"March 3rd" tourism festival still has many deficiencies in brand communication and value promotion.For example,before tourists come to Hainan,they do not know much about“March 3rd”festival and their brand awareness is limited;The cultural connotation of ethnic minorities is not deeply explored,and brand recognition is limited;Lack of infrastructure,high-quality service,content form and brand loyalty;Festival brand extension is not enough,affecting brand association;Lack of attractive image packaging,insufficient tourist attraction,marketing influence other brand assets.From the perspective of customer transfer value theory,taking customer demand as the guide and putting customer satisfaction in the first place,the marketing strategy of ethnic tourism festival brand is formulated.It is hoped that the research of this paper can bring enlightenment to the promotion of brand value of "March 3rd" tourism festival of Li and Miao ethnic group in Hainan.