Research On Regional Brand Communication Of Chinese Cultural Creative Industry

With the development of science and technology and the promotion of consumer society in the post industrial era,the status of cultural creative industry in the industrial form has been promoted and consolidated.The regional brand of cultural creative industry play in the regional culture,economy and other aspects of the role is not to be underestimated,but influenced by many subjective and objective factors,the cultural creative industry regional brand development is not balanced,and there exist many urgent problems of brand communication.The paper focuses on the regional brand of the cultural creative industry in China,and explores the strategies and paths of regional brand communication.Firstly,the paper does system analysis in characteristics of regional brand of cultural creative industry,and then discusses the characteristics of the regional brand of the cultural creative industry,the characteristics of the audience's consumption and communication characteristics.Secondly,according to the characteristics of the regional brand of the cultural creative industry and the market demand of the regional brand communication,this paper summarizes the typical regional brand communication modes in China.Then,with the aid of the theory of communication,advertising and brand theory,the issue of regional brand communication is explored.From the point of view of communication,the concept of regional brand communication is rigid and lagging.From the perspective of advertising and brand science,the phenomenon of regional brand image is vague and the regional brand management is chaotic.Therefore,in the process of communication and promotion,the regional brand of cultural creative industry should establish the conceptof regional brand communication with the times,shape the regional brand image and implement the regional brand strategy.In addition,it is necessary to further explore the practical and feasible path of the regional brand of the cultural creative industry in the actual operation process.The three main subjects government,industry associations and enterprises together,complementary advantages,collaborative promote cultural creative industry in China regional brand communication;regional brand optimization of brand information communication in the process of communication,dissemination of the contents of innovative design,a targeted selection of communication channels;finally through experiential marketing to establish and maintain brand relationship.The regional brand of the cultural creative industry can only obtain the good communication effect on the basis of the regional characteristics,which can integrate the needs of the audience,the brand personality,the communication strategy and the path.