The Brand Marketing Research Of The Large-scale Riverside Show Was Called"impression Sanjie Liu "

The large-scale riverside show was originated in the western landscape opera. In China, a famousItalian opera Turandot was adapted by Yimou Zhang of the famous director and take this new form of operawas introduced to Chinese people. After that, the three people that the innovation concept of "landscapeopera" was joint in China’s song and dance performances for the first time by Yimou Zhang, Chaoge Wangand Yue Fan. Three of them planned and directed the first large scale of China landscape subject-liveperformance-"Impression Sanjie Liu" in Guang Xi and Gui Lin. Therefore, the large-scale riverside showwas a kind of new art form into the life of the Chinese people. In this live performance market, the brandhas become the core competitiveness of the large-scale riverside show, brand advantage is becomedevelopment of the biggest advantage, so crate a good brand has very important in this kind of performance.From these view, we can see the large-scale riverside show is a new field of research, to its of understandcan from brand spread, brand marketing and also can from the cultural creative industries or city culturebrand marketing to interpret.This paper will show that the large-scale riverside show as the research object, the brand spread as thebreakthrough point, contact the market marketing, explore the source of development for grand subject-liveperformance, defines the concept of the large-scale riverside show, and analyzes the characteristics of thegrand subject-live performance, as well as in the brand influence has spread the aesthetic, consumption, thecharacteristics of the business operation, and explains the brand marketing of function and meaning in thelarge-scale riverside show, and then give a success brand case of "Impression Sanjie liu", from the point ofview of brand marketing explains the "Impression Sanjie Liu" brand the market operation of the process,the structure of the system and brand strategy and extend of the brand meaning and function, through theseto research brand communication and marketing value.The innovation of this paper that put new research object of the large-scale riverside show and brandmarketing get together, and analysis brand operation process, it has significance of theory and practice forthe large-scale riverside show of brand marketing and operation.