The Study Of Brand Communication In Poyang Lake Ecological Economic Zone

A region, having a lot of well-known brands, reflects the region’s economic development situation in a certain aspect, but also directly affects the development of regional economy. And the region as a whole brand than the enterprise brand has a more lasting influence on brand and the related industries. The regional brand is a kind of culture and huge intangible asset. A regional brand formed, will have a great effect for the development of the region, and this effect is long-term, continued and potential. In2009, the Poyang Lake Ecological Economic Zone is rose to national strategies, offering historic opportunity for Jiangxi. With the Poyang Lake ecological economic zone steadily construct, to expand the Poyang Lake Ecological Economic Zone in Jiangxi and even countrywide influence, attract more public participation in the construction, Poyang Lake Ecological Economic Zone in the domestic and international took a variety of promotional strategies, in a variety of ways through various channels. Promote their brand resources, marketing its unique the regional brand, but also to turn the world upside down in Poyang Lake ecological economic zone.This paper starts with brand communication, finds the necessity and the feasibility of the Poyang Lake Ecological Economic Zone through to brand communication. Using the methods of literature review and"5W" model, to analysis the brand communication present situation of Poyang Lake Ecological Economic Zone, and discover the experience and problems. Lastly according to the present problems, the author put forward" establish brand communication principle" and" put brand communication measures in the future " as the Poyang Lake Ecological Economic Zone in the brand overall train of thought. In the CIS system, integrated marketing communications, brand extension and maintenance of three different angles the author put forward the corresponding measures.The innovation of this paper lies in:one is from brand, for the Poyang Lake ecological economic zone undertook reflection and research; from brand management, communication, sociology, semiotics, marketing more field crossover study, found the Poyang Lake Ecological Economic Zone in brand communication methods and measures, on the Poyang Lake Ecological Economic Zone brand system build, for the promotion of the Poyang Lake Ecological Economic Zone in the brand competition has important reference significance.