A Study Of The Communication Of The "three Lanes And Seven Alleys" Cultural Brand

As one of the "Four Famous Cultural Brands" in Fuzhou, the "Three Lanes and Seven Alleys" is both the best concentration and the most powerful witness to the cultural modernization process of Fuzhou. To form and develop the "Three Lanes and Seven Alleys" cultural brand is not only the requirement of the city construction in Fuzhou, but also the trend of the culture itself. On this basis, the spread of the cultural brand is very important. People can form a deep impression, get a thorough understanding, and establish a strong feeling of the brand through the integration and promotion of the Cultural Heritage and the Intangible Cultural Heritage. With the transformation of the value of the brand, the city image can have a better creation and the city culture can have a better promotion. So the focus is on the following issues:How to refine the connotation of the brand? How to excite the initiative of people? How to choose the media? Is there any advanced experience of the mode of transmission can be learned? And what basic principles should be grasped in the dissemination process? In this paper, I will put together the theory of sociology,marketing,history and communication, to theoretically in-depth analyze the background of the formation and development of the "Three Lanes and Seven Alleys" cultural brand with literature induction analysis,logic analysis and comparative analysis. And further more, I will specifically discuss the communication strategies of the "Three Lanes and Seven Alleys" cultural brand with the actual construction cases.