Research On Integrated Marketing Communication Of Yudong Peasant Painting Brand

As a traditional culture with rural characteristics,peasant painting has significant practical and historical significance in enhancing the popularity of villages,spreading rural culture and promoting rural construction and tourism economic development.In the fierce market competition,building a brand and spreading it based on the characteristic cultural elements of the village is crucial to enhancing the attractiveness and core competitiveness of the village.The village of Yudong is a typical future rural community in Quzhou and Zhejiang Province,with a high quality ecological environment,rich artistic and cultural resources,and a large-scale cultural and creative industry of peasant painting.It has been awarded the titles of "China’s Folk Culture and Art Township","China’s Top 10 Most Beautiful Villages" and "Top 10 Peasant Painting Villages",and has gradually developed into a distinctive brand of peasant painting,art and cultural tourism and cultural and creative industry development under government-led planning.In order to understand the current situation of the brand communication of Yudong peasant painting,we analyse the current situation of the brand communication of Yudong peasant painting one by one through text analysis,in-depth interviews and other research methods,combined with integrated marketing communication,and found that the brand communication of Yudong peasant painting has a low degree of participation of communication subjects,ambiguous brand information,lack of audience feedback mechanism,scattered brand communication channels,and insufficient use of new media.The problems in the communication channels include insufficient use of new media.On this basis,the reasons for the above problems are analysed and corresponding countermeasures and suggestions are put forward.The study of the brand communication of Yu Dong peasant paintings draws inspiration for the dissemination of rural cultural brands,in the hope of strengthening the integration of brand communication means,enhancing the gathering effect of brand communication,and improving the brand influence and cultural and economic benefits of rural characteristic culture.