Nanjing Yunjin Cultural Brand Communication Research

After one thousand years of development of Nanjing brocade, is not only one of the four famous brocades in China, but also a master of Chinese brocade technology.The formation and development of Nanjing brocade culture brand is a necessary in the process of the development of Nanjing city, and an inevitable choice of Nanjing brocade in the general trend of development nowadays, it is the intangible cultural heritage protection and inheritance. On this basis, the spread of Nanjing brocade culture brand is particularly critical. The Nanjing brocade culture brand include rich cultural connotation, profound culture and superb manufacturing technology, material culture and intangible cultural heritage of integration, in order to make an impression on people about Nanjing brocade brand, understand the Nanjing brocade brand connotation, structure of Nanjing brocade brand trust, brand cultivation of Nanjing brocade loyalty. In the premise of conversion of productive protection under the Nanjing brocade of the intangible cultural heritage and cultural value to economic value. In order to effectively spread the brand image of Nanjing brocade. The key is how to play the initiative of the person in charge of communication, Which media,and What type of communication is used. The final purpose of this paper is to build brand culture to further build the "famous brand", in response to the call of the national intangible cultural heritage protection, in order to preserve sustainable Nanjing brocade.In the first chapter introduces the reason for choosing the topic and the research methods of this paper, and the related literature research on Nanjing brocade and cultural brand is described, the concept of the definition of related articles.The second chapter summarizes the development status of Nanjing brocade culture brand. The third chapter focuses on the influence of environmental factors, Nanjing brocade culture brand specific characteristics and the main transmission media were analyzed,On the one hand, the spread of cultural brand of intangible cultural heritage should not only follow the "Do in Rome as Rome does", but also to maintain their own national characteristics. The fourth chapter proposes the communication strategy of Nanjing brocade culture brand. Setting up the brand consciousness of culture --developing new products -- the market orientation -- the progressive form of communication by integrating effective communication means. Considering the particularity of Nanjing brocade culture brand, on the one hand belongs to the national intangible cultural heritage. Therefore, it has obvious characteristics of public welfare.However, the essence of the cultural brand communication is to bring the business interests of the enterprise, so it is commercial. In this paper, the use of tourism communication, cultural advertising communication, the image of the spokesman for the spread of communication with the characteristics of the activities of the model. As far as possible to make Nanjing brocade cultural connotation and artistic charm deeply.The fifth chapter summarizes the full text.Nanjing brocade culture brand belongs to a local cultural brand,Nanjing brocade is the special status of the intangible cultural heritage, which has not only the cultural and artistic heritage, and has the economic and commercial. This paper comprehensive theoretical knowledge of related disciplines of folklore, sociology,communication, through field research, summarizes the methods of analysis in theory,the development process of the historical background and cultural brand building to establish the formation of Nanjing brocade, using the method of case analysis combined with the actual case of Nanjing brocade culture brand communication strategy.