Research On Brand Communication Strategy Of Yuxian Paper-cut Under The Background Of Industrialization

Chinese traditional paper-cut, one of the most popular traditional folk arts, is a folk artform of great antiquity. Hebei Yuxian paper-cut has a style of its own among other numerousforms of paper art forms, which is called the art of the wonderful work. In today’sdevelopment of commodity economy, Yuxian paper-cut constantly adapts to the new livingenvironment, demonstrating a good momentum of development. In addition to a permanentstate of sales, most of the paper-cuts become crafts collected by people and keep accessing tothe foreign market, exploring the road of industrialization of their own, in which their brandawareness is gradually enhanced.However, due to the geographical environment, the human environment and other factors,the brand awareness, brand building and brand equity built of Yuxian paper-cut is still lack ofattention. In the process of production and sales, the product of paper-cut has not been risen tothe level of brand. Consequently, there are still many problems in brand communication ofYuxian paper-cut.This thesis attempts to explore the economic value and social value of Yuxian paper-cutand to analyze the influence and importance of brand communication and brand promotion onthe heritage protection of Yuxian paper-cut, on the basis of understanding, mastering, properlyanalyzing and utilizing the brand communication strategy, from the overall development ofYuxian paper industry. Then, except for the previous forms of protection, the governmentcould further correctly understand and treat the commercialization of Yuxian paper-cut.Benefit by mutual discussion, some modern means should be used to infuse vitality to theinheritance and development of Yuxian paper-cut, so that the scientific brand communicationstrategy can be formed in the market competition, thus achieving the maximum effect of thebrand communication of Yuxian paper-cut and obtaining both economic and social benefits.