Study On The Brand Value Promotion Strategy Of Zigong Lantern Festival Based On Aaker Model

In recent years,with the full penetration of the market economy to social life,tourism festival has become a bright noun frequently,and the major tourist festivals have also become a new bright spot in the urban tourism activities.Many cities enhance their image in tourists' mind and create their own festival brands through festivals.The famous historical and cultural city of Zigong is known as "Millennium salt capital","the hometown of dinosaurs" and "the southern city of lights".Zigong's most famous is Zigong Lantern Festival.Zigong Lantern Festival brings together the style of Chinese lantern culture,establishes the brand of Zigong lantern culture,and won the reputation of "the first lamp in the world" for Zigong lantern.After years of exploration and endeavour,Zigong Lantern Festival has made remarkable achievements,and gradually formed the brand of Zigong Lantern Festival Tourism Festival.Chinese scholars have started the study of tourism festivals in the 80 year of twentieth Century.The research content mainly focuses on the planning of festival activities,the development and marketing of the project and the influence of festival activities,but the research on the brand value of the Tourism Festival is very rare.This paper takes the brand of Zigong Lantern Festival Tourism Festival as the research object.From the perspective of communication and management,it introduces the Aaker model to study its brand value,and deeply excavates the four dimensions of brand loyalty,brand awareness,brand awareness,brand association degree.Combined with the questionnaire,we do a detailed survey of the emotional attitude of Zigong lantern festival tourism festival brand tourists.The survey found that the brand of Zigong Lantern Festival Tourism Festival has enjoyed a high reputation,but there are still many shortcomings in its brand communication and value promotion.For example,there are problems in service and product development,which affect its loyalty,lack of brand integration,limited brand awareness,low degree of industry marketization,limited brand awareness and insufficient brand extension,resulting in low association.In order to solve these problems,the article finally put forward the concrete measures to improve the quality of products and services,in order to cultivate the brand loyalty of the Zigong Lantern Festival Tourism Festival,and put forward specific measures to strengthen the recognition and memory of the brand in order to improve the reputation of the Zigong Lantern Festival brand festival brand,and put forward the measures to develop and manage the market,in order to strengthen the Zigong Lantern Festival.The brand awareness of tourism festivals is put forward,and measures for positioning development and highlighting characteristics are put forward to optimize brand association of Zigong lantern festival tourism festivals.I hope this study can provide inspiration for brand promotion of Zigong Lantern Festival Tourism Festival.