"Bianjing Lantern Zhang" Cultural Brand Promotion Research

Intangible cultural heritage is a traditional memory of the same origin,and it is also a rare human resource.With economic development and social transformation,intangible cultural heritage faces the predicament of being marginalized.The development of industrialization and the impact of foreign culture have caused it to lose its original audience and market.Under this circumstance,the Chinese government encourages the intangible cultural heritage to enter the market-oriented operation and promotes the inheritance of “inactive” intangible cultural heritage.Branding the intangible cultural heritage is a key step in its entry into the market.“Bianjing Lantern Zhang” is a representative national intangible cultural heritage of Henan Province,"Bianjing Lantern Zhang" is also called "Jing Wen Zhai Lantern Zhang" and "Bianliang Lantern Zhang".In 2008,it was selected as the second batch of national intangible cultural heritage..Similar to the status quo of most intangible cultural heritage,“Bianjing Lantern Zhang” has lost its market in modern times.Handicrafts that used to be used as decorative items and lighting tools can only be seen in museums.The current inheritance and protection work of “Bianjing Lantern Zhang” mainly focuses on preserving the existing physical materials,and exhibits through the museum.At the same time,its inheritors enter the campus and the community to conduct lectures.The mode of communication is more traditional and the scope of communication is relatively high.narrow.As a national intangible cultural heritage,the lanterns of "Bianjing Lantern Zhang" have distinct artistic features.After more than two hundred years of historical inheritance,they contain profound cultural connotations.And its unique artistic features can provide continuous support and inspiration for brand promotion,and have the relevant conditions for brand promotion.Through the investigation of the national intangible cultural heritage "Bianjing Lantern Zhang",the article attempts to combine the existing cultural and artistic characteristics with the current new media technology and the existing Kaifeng City based on the analysis of its existing promotion conditions.The market conditions,starting from the characteristics of the cultural brand,based on the principle of "reasonable use,inheritance and development",research on the brand promotion strategy of the intangible cultural heritage "Bianjing Lantern Zhang".On the basis of a certain understanding of the cultural brand,it outlines its existing promotion channels,analyzes the effects of current cultural brand communication,and points out the various challenges faced by “Bianjing Lantern Zhang”,such as: lack of professionals,consumers Problems such as changes in consumer behavior and site restrictions.In addition,the “Bianjing Lantern Zhang” cultural brand also has many unique promotion conditions.As a national intangible cultural heritage of Henan Province,its location is Kaifeng City,Henan Province,which is known as the “eight ancient capitals”.Kaifeng has a profound history and rich tourism resources.These are the “Bianjing Lantern Zhang” cultural brand promotion.The foundations and conditions that can be utilized in the process.According to these existing basic conditions,combined with the characteristics of the cultural brand,and compared with other lantern culture brands with relatively better development under current social conditions,such as “Zigong Lantern” and “Qinhuai Lantern”,The experience accumulated by these cultural brands in the brand promotion process can be used as a brand promotion strategy for “Bianjing Lantern Zhang”.In addition,we will analyze the achievements of foreign countries in the protection and promotion of intangible cultural heritage,learn from the experience of the protection and promotion of intangible cultural heritage in Japan,and refer to Japan's emphasis on the intangible cultural heritage of the country to drive the attention of the people.The practice not only enhances the social status of the intangible cultural heritage practitioners,but also enhances the influence of the national cultural brand.The merits of the promotion and protection of cultural brands can be used by the “Bianjing Lantern Zhang” cultural brand.Brand promotion of intangible cultural heritage is an important means of combining intangible cultural heritage projects with contemporary economic,social and cultural construction.It is the most direct and realistic way to integrate intangible cultural heritage into the market,and has important practical significance.Therefore,the article takes protection as the bottom line and promotes it as a goal,and combines with the social and cultural atmosphere and the development of digital technology to study the strategy of promoting the cultural brand of “Bianjing Lantern Zhang”.Effective cultural brand promotion is an effective way to respond to the national call for non-material cultural heritage to participate in market operations,promote the inheritance of intangible cultural heritage,promote the inheritance of intangible protection and regional economic development.Protecting and promoting the national intangible cultural heritage “Bianjing Lantern Zhang” cultural brand is in response to the state's call for non-material cultural heritage to participate in market operations,promoting the inheritance of “inactive” intangible cultural heritage and non-legacy protection.It is of practical significance to carry out cultural brand promotion on "Bianjing Lantern Zhang",and brand promotion is the first step towards marketization.which will not only inherit the excellent national culture,but also promote the regional economic development of Kaifeng City.More importantly,it can enhance people's perception of traditional culture,stimulate the cultural self-confidence and take pride in the Chinese nation,and provide spiritual power for the great rejuvenation for the Chinese nation.