The Study Of Brand Communication Characteristics On Feng Xiaogang’s New Year Movies

Feng Xiaogang, as the leader of Chinese New Year’s movies, plays an irreplaceable rolein it. After analyzing brand communication characteristics of Feng Xiaogang’s New Yearmovies, this paper considers that Feng’s success is not a coincidence. The reason why hisprimary succeeds is he conforms to the trend of the mass culture and caters to the generalaudience’s tastes and interests. This makes his succesful brand. As time goes by, FengXiaogang’s New Year movies have been changed. But with its good credibility and brandcommunication, he still created a miracle.The successful experience of Feng Xiaogang’s brand communication strategy makes anew era of Chinese New Year films. At the begining, the period is from the end of Decemberto early January. Because of many films and cut-throat competition, this period is alwaysadvanced. Today, the period of Chinese New Year movies has been extended from middle ofNovember to the end of Spring Festival holiday, which goes across Christmas, New year’sDay, the Spring Festival, and so on. Nowadays, these movies have the greatestcompetitiveness, which make a film to be the champion and to be the talk of gossip.So far, throughout Chinese New Year films market, Feng’s charm is still not decreased.His appearance injects fresh vitality to the Chinese films market. Later, and Chinese NewYear market achieves great box office, constantly creates new history. This influences theoverall trend of Chinese New Year’s movies, and provides assistance to its brandcommunication strategy. In a word, this study of brand communication characteristics onFeng Xiaogang’s New Year movies plays an important role between theory and practice, andthe paper has these conclusions:1.If we want to increase brand awareness of New Year movies, we must focus on thelocalization content and training the international and personal brand in movies;2.If we want to cultivate brand reputation of New Year movies, we must usecomprehensive cross media combination and make perfect brand court lines;3.If we want to build brand loyalty of New Year movies, we must rely on comprehensive brand communication strategy.