The Brand Communication Plan Of Xianxiang Town,Ningbo

Based on the background of the national rural revitalization strategy and the common prosperity development strategy of Zhejiang Province,combining stakeholder theory and Dentsu cellular model,the current state of brand building is analyzed,this paper combined with the industrial development of Xianxiang Town and the needs of stakeholders,and based on the survey results of the recent development status,problems and development goals of Xianxiang Town,which attempts to propose a solution for the current development of the tertiary industry growth pole in Xianxiang Town and a development plan for the future brand construction from the perspective of brand construction,Finally,"Ningbo Xianxiang Town Cultural Tourism Brand Marketing Plan" is proposed.Xianxiang Town already started exploring brand development in 2021.Therefore,in the actual planning,the author fully considers the sustainability of brand planning based on in-depth research.To be specific,first of all,the author made an in-depth analysis of the current development,brand construction and cultural and tourism market environment of Xianxiang Town by searching information on the Internet and conducting in-depth interviews in various ways,and made clear the advantages and disadvantages of the brand development of Xianxiang Town and the available market resources;Secondly,based on the results of the field survey,the goal is clarified,the brand positioning and development direction are proposed,Meanwhile,the "Lanwan Xianxiang" brand is born,whose sub-brand system is improved too.The integrated marketing planning is carried out according to the existing conclusions and policy direction.Finally,the specific scheme design is carried out.The planning first clarified the positioning,that is,according to the survey results,established the positioning of Xianxiang Town as a coastal short-distance tourism destination with outdoor leisure culture as the core,based on which,the paper built a brand system with "Lanwan Xianxiang" cultural tourism brand as the core,agricultural product brand "Xian 2 Du" and cello culture brand "Xian 5 Du" as the support,and interpreted the brand connotation and logo design.In order to achieve the goal of brand construction,the author has established a phased goal based on the core content and planned the brand communication activities from the aspects of strategy,content and channel.The brand strategy is constructed,providing strategic guarantees for Xianxiang Town to explore a new path of rural revitalization and common prosperity.