Research On The Construction Of Minpai Guqin Culture Brand

Intangible cultural heritage has important historical and cultural values as well as material and economic values.Integrating the concept of brand development into the development of intangible cultural heritage industry has a non-negligible role in enhancing the cultural image of a region and strengthening its economic competitiveness.As a representative art type of Fujian folk,the Minpai Guqin carries unique social and cultural values and can be used as a carrier for regional propaganda and promotion of folk culture.This paper analyzes the existing operation mode of Minpai Guqin culture industry,dovetails Minpai Guqin culture with today’s social audience needs,and explores the cultural space for the development and inheritance of Minpai Guqin culture in order to improve the existing brand marketing mode of Minpai Guqin culture,promote Minpai Guqin culture brand dissemination,and expand social influence.Based on the cultural cycle theory,this paper analyzes the existing design path of Minpai Guqin culture brand according to its characteristics as a cultural product and the development status of being able to carry out brand marketing revitalization in the current cultural industry development practice,comprehensively using theoretical knowledge from sociology,communication,management,design and other disciplines,and using research methods such as literature,field research and mathematical statistics to explore its The study will explore the internal mechanism of the "production-identity-consumption" cultural cycle,use brand culture,brand extension,brand identity,brand communication and brand management as the framework for the construction of the Minpai Guqin cultural brand,and provide theoretical guidance for further improving the communication power of the Minpai Guqin cultural brand.The framework of brand culture,brand extension,brand identity,brand communication,and brand management is used as a framework to construct the brand of Minpai Guqin culture.By sorting out the historical development of Minpai Guqin and exploring the unique artistic style of Minpai Guqin,we can build the competitive advantage of Minpai Guqin culture brand.After field research and analysis,it is found that the Minpai Guqin cultural brand has a good market scale,and the government,enterprises and the public help the development of the industry,and gradually realize the migration of Minpai Guqin from "cultural heritage" to "cultural production",but there are still some constraints However,there are still some constraints affecting the development of the Minpai Guqin cultural brand.Therefore,it is necessary to optimize and upgrade the industrial structure and resource allocation of the Minpai Guqin,further continue the cultural production and enhance the cultural connotation of the brand;make comprehensive use of modern information technology to create unique scenes and enhance brand promotion;optimize the consumer experience to meet the needs of consumers at different levels and with different needs and actively improve the rules and governance,strengthen the cultural industry support,and promote the cultural mechanism of the Minpai Guqin to coalesce To enhance the cultural identity,establish a lasting regional cultural brand image,and realize the creative transformation and innovative development of regional non-heritage culture.Applying the theory of cultural circulation to the field of cultural branding of the Minpai Guqin,it emphasises the highlighting of the Minpai Guqin culture in cultural branding,constructs the cultural brand symbols of the Minpai Guqin,and stimulates local cultural consumption,providing a model for intangible heritage cultural branding research,as well as a useful reference for the establishment and external dissemination of intangible cultural heritage cultural brands in other regions.