The Brand Communication Planning For China Xuan Paper Cultural Park For 2023:Among The Land Of JingXian County,Feeling The Everlasting Beauty Of Xuan Paper

This scheme takes China Xuan Paper Cultural Park as the object to carry out brand communication planning,and uses brand positioning strategy and integrated marketing communication strategy to formulate a brand communication plan for China Xuan Paper Cultural Park in 2023.Through analyzing the market conditions,scenic spots,target consumers,and competing products in China’s Xuan Paper Cultural Park,and in-deepth understanding of the geographical culture and xuan paper culture,this planning theme of " Among the land of Jing Xian county,feeling the everlasting beauty of Xuan Paper ".It indicates that in the past,The land of Jingchuan has been nourished by the culture of xuan paper,and in the future,the culture of xuan paper on the land of Jingxian county will also be inherited.This theme also highlights the scenic location of the China Xuan Paper Culture Park.By creating a systematic brand logo and brand image,this plan forms a unique visual identity for the brand to promote brand memory and communication.The brand communication strategy is mainly divided into four stages: the first stage is "Talking about the culture of xuan paper",which aims at arousing target consumers’ awareness of xuan paper culture and the China Xuan Paper Cultural Park,starting from consumer media habits and through brand promotion videos and Weibo topics and through brand promotion videos and KOL marketing and soft text marketing,it will expand the volume of market communication and improve the brand awareness of China Xuan Paper Cultural Park;On the basis of strengthening the online and offline construction of the scenic spot,the third stage of " Xuan paper production process is complex " launches “the cultural of xuan paper” research and study tour project.Through the experiential programs of making xuan paper and the studying and learning mini-games,it will enhance the cultural experience of the scenic spot and improve the brand image;The fourth stage of " Millennium inheritance of xuan paper culture ",use the theme of the Double Ninth Festival to shorten the distance with consumers and stimulate the sales of creative products through the cultural and creative design competition.Meanwhile,it create a We Chat applet Zhi Yun Tribe with the purpose of forming a community of traditional culture lovers,increasing consumer stickiness,and strengthening brand recognition.During a series of marketing activities,limited IP creative tickets for China Xuan Paper Culture Park will be released to increase the flow of visitors to China Xuan Paper Culture Park and build its brand image.