The Ancient Culture Of Yi Nationality Brand And Regional Cultural Industry Development Research

Ancient town of the Yi nationality is a commercial real estate as whole man-made tourist attractions, which was put into use in2006, as a result of the Huitong company’s operation, the number of tourists is rapidly rising every year, it becomes important attractions of the Chuxiong tourism and display of national culture. With the rapid development of the cultural industry in Yunnan Province, the development and construction of the Ancient town help to grasp the opportunities of building a central Yunnan Economic Circle and the integration of their own advantages, culture and tourism have gained a larger development. On the basis of a grasp on the of Chuxiong national and social resources, the Huitong which is the development company of Ancient town integrated and screened the Chuxiong scattered cultural and social resources, finally the Ancient town is newly created. The brand image of the Ancient town is achieved in the process of operation and management, with Yi culture as the core, tourism and commerce has been the introduction of real estate, by shaping the brand image through a step-by-step and giving full play to its advantages in resources, the effective combination of culture, tourism, commercial and real estate has been realized. This thesis tries to reveal how to gradually become the ancient town a cultural project from a commercial real estate by operations of the Huitong company, how to gradually develop into a cultural brand, and how to achieve cost-effective, but also social and cultural benefits. In view of the development and construction of Ancient town of the Yi nationality, although there need to improve and explore the place, but also has much to learn from the highlights in the development process. Thus the integration of resources is formed, the cultural cohesion is enhanced, and the industry chain led the global development. There is a certain reference. With the use of the brand image theory, we conducted field research and obtained information by interviewing the relevant person in charge, visitors and businessmen. By the process of the planning, designing and the shaping of brand image, we summarized the mode of management and operation, and stated that the culture brand of Ancient town of the Yi nationality play some role in the development of cultural industries, subsequently, The existing problems in the brand has also been reflected correspondingly.