Research On The Communication Of National Brand Image Under National Tide Consumption

With the development of Chinese economy and the level of consumption and promotion and the revival of the Chinese excellent traditional culture,the tide phenomenon of consumption in China and got a lot of consumers,the tide product part of the national brand in the context of the tide consumption add new meaning to the traditional brand,increasing the competitiveness of the national brands on the market both at home and abroad,now consumer spending tends to divide,The national fashion products of national brands have met the diversified,fashionable and personalized needs of consumers.Under the context of national fashion consumption,the national brand image represented by Li Ning brand has been remolded and better spread.National brand advertising to be more social communication mode of transmission at the same time,consumers’ consumption psychology and consumption behavior is in constant changing,fast-paced way of life makes consumer spending time and energy on the Internet further dilution and fragmentation,for national brand image shaping and image transmission has brought opportunities and challenges.The second chapter first analyzes the definition of the national trend consumption and the reasons and significance of the rise of the national trend,and then introduces the national brand image building and communication in the context of the national trend consumption.The third chapter takes the famous national brand Li Ning as the main research object,and analyzes the remoulding of the brand image of Li Ning in the context of national fashion consumption in detail by means of case analysis and comparative analysis,including remoulding the image appearance,enriching the cultural connotation,changing the brand logo and slogan,etc.Li Ning enters into the high-end brand market.Li Ning brand through the combination of Chinese traditional culture and fashion elements of the national tide of the society design,successfully shaped the high-end fashion image of Li Ning brand,to achieve the activation of Li Ning brand.The fourth chapter introduces how Li-Ning brand spreads its brand image with the help of event marketing in accordance with consumers’ psychology and behavior in the context of national trend consumption.The fifth chapter analyzes the existing problems of national brands in the context of national fashion consumption,such as the lack of long-term planning,lack of originality in design,copycat and plagiarism,and puts forward suggestions on the image communication of "national fashion" national folk products.Strengthen the foundation of the excellent traditional culture of the Chinese nation,enhance the originality,pay attention to digital media operation,enhance the communication power of national brands,accurately grasp the consumption psychology of national consumers,pay attention to the application of perceptual factors,absorb foreign excellent cultural factors,and enrich the connotation of images.How to achieve the dual purpose of increasing product sales and good communication of national brand image in the context of national consumption trend is the key to the development of national brands at present.