Research On Brand Construction Strategy Of Dongfeng Peasant Painting Cultural And Creative

With the implementation of the national rural revitalization strategy,a variety of production methods have emerged in rural areas,and more farmers are actively engaged in economic construction.Cultural and creative industries have the advantages of high added value and outstanding creative ability,which have become new economic growth points in various places.Peasant painting is a kind of cultural product created by peasants,and peasant painting cultural creative industry is gradually becoming the mainstream and trend of current development.Based on the peasant painting in Dongfeng County,Jilin Province,this paper finds that the peasant painting in Dongfeng is still mainly produced by the traditional selling of commodity paintings,and the cultural and creative products are scattered,but no complete brand system has been formed.The most important feature of cultural and creative industries is to be creative and to be able to produce differences.Looking at the current cultural and creative market,there are problems such as over-commercialization of product development,lack of cultural connotation and homogenization of products,which make it difficult to break through the bottleneck of innovation,so it is urgent to find a breakthrough in the development of new cultural and creative industries to produce differentiated and unique products.Under the current development concept of "new culture and creativity",cultural value is being paid more and more attention to.The common reasons for the success of Forbidden City culture and creativity of Florasis are the rational use of culture,and culture can become a new breakthrough for developing cultural and creative industries.Folk culture has become a unique culture because of its regional characteristics,and Dongfeng peasant painting has strong local characteristics of the northeast and unique cultural connotation,which can become a new possibility of cultural creativity.Through field research,it is found that the overall lack of brand construction of Dongfeng peasant painting culture and creativity is manifested in three aspects: lack of brand awareness,loose product design system,and poor brand communication channels,so the brand construction strategy of this paper aims to solve the above three problems.Building a cultural and creative brand includes two levels,product production and product promotion.At the level of product production,the main problem of Dongfeng peasant paintings is the lack of brand awareness and loose product design,and this paper proposes strategies from extracting element symbols and establishing design concepts;at the level of product promotion,the main problem of Dongfeng peasant paintings is poor brand communication channels,and this paper focuses on proposing innovative communication strategies.In the process of extracting the elemental symbols of cultural and creative products,this paper is based on the cultural resources in Dongfeng peasant paintings,and explores the elemental symbols that can be used in visual symbols,content narratives and spiritual resources.The color,pattern and composition of visual symbols,the theme scenes of farmers’ life,folk customs and folk style,labor scenes and current affairs and politics in the content narrative,and the deer township culture,ethnic culture,shaman culture and snow culture in the spiritual resources can be extracted as elemental symbols for the content design of cultural and creative brands.The user’s needs are the foundation of the product design concept,for they dictate how to investigate and amalgamate the Dongfeng peasant paintings’ cultural assets.Using the research method of in-depth interview and rooting theory,consumers who like folklorebased cultural and creative products were interviewed to understand their purchase reasons,purchase preferences,and purchase behaviors,and the interview text content was coded using Nvivo12 Plus software to construct a user needs model,which was summarized as sensory needs,functional needs,and emotional needs.The user needs were combined with the cultural elements of Dongfeng peasant painting,and the design concept of Dongfeng peasant painting cultural and creative products was proposed: the sensory level should strengthen the visual system design and clarify the brand positioning;the functional demand level should explore its own industrial characteristics and seek functional innovation;the emotional demand level should extract the local cultural connotation and enrich the brand core.Based on the unique cultural resources of Dongfeng peasant paintings and user needs,this paper proposes a targeted and unique brand communication strategy,which mainly includes visual persuasion to create a unique brand image for the cultural and creative brand;focus on cultivating the brand audience to precisely spread folk culture;and increase the interaction and experience between the transmitter and receiver through ritual infection.