The Renewal And Dissemination Of The Brands For Chinese Performing Folk-customs

Basing on the facts that performing folk-customs have witnessed a revival in modern economy and it has followed a development of brand exploration while lacking the dissemination of individualized brands, the present research aims at conducting an original and specialized research on brand communication in performing folk-customs by uniting the methodologies and theories of Folklore, Communication, Cultural industry, Integrated Marketing Communication and so on.Starting from analyzing the connotation and characteristics of performing folk-customs, the present research first of all explores the current situation and unsolved problems in developing performing folk-customs, and it also probes into the factors that affect the development of such folk-customs by employing integrated marketing communication, brand-positioning theory, public relation theory, so on and so forth. Besides, issues of how to explore the brand resources of performing folk-customs and how to popularize the brands in the markets as well as the communication of individualized brands under market economy will be included in the paper so as to provide references for the development of brands in performing folk-customs and to disseminate the brands amongst enterprises and non-governmental organizations who are engaged in the business of performing folk-customs. Moreover, by producing illuminating suggestions the research will also benefit those cities and their governments who intend to build a decent city profile with the cultural resources of performing folk-customs.