Research On The Communication Strategy Of Liulin Dish Culture Brand

With the rapid development of science and technology,more and more people begin to be dissatisfied with the enjoyment of material aspects and pursue spiritual enjoyment.Ethnic traditional culture is gradually appearing in the public field of vision.It is valued by a wide range of scholars and traditional culture protection.It is imperative to tap deep culture and spiritual culture nowadays.The excavation of the regional culture has become a trend.The culture of Liulin Plate Club in Shanxi Province is a unique traditional folk culture in Luliang,which can best embody its regional characteristics.It is a kind of folk sacrificial offering popular in Luliang region and is a very ancient folk traditional culture.Willow plate relies on the traditional festival Lantern Festival,is a local folk activities for the celebration of the Spring Festival held during this Spring Festival,Liulin County and Mu villages and towns along the Yellow River will be set up villages along the plate,a community,surname As a unit,Shengqing Festival.Unlike the temple in the traditional sense,the plate is non-fixed,removable and can be disassembled at will.The plate of each community has its own characteristics.However,the nature and purpose of the organization are almost the same,and the activities of the plate are similar.It is understood that the plate will gradually become more complex and diverse from the most primitive single,is related to the economy,the improvement of production has changed its development pattern,and the plate culture has not changed since the plate activities are brought together,the community and the people of harmony and love An important symbol and expression,is a kind of geographical identity.The plate will be the folk culture of the Han nationality in the western Shanxi Province.It has a long history.With the rapid economic development,the plate is still constantly adapting to the new environment and meeting the needs of the general public.Its influence is gradually expanding.In addition to continuing to serve local community culture,efforts are also being made to shift the momentum of development to a wider population.In the process of development and expansion,awareness of its cultural brand is also growing.However,due to its geographical location and human factors,Liulin Plate still lacks a strategic perspective in terms of brand awareness and communication strategy.It failed to extend the brand influence of Willow Plate to its maximum and there are still many brand communications problem.In recent years,the influence of the Willow Plate will be gradually expanded,andthe cultural connotation of which has been paid more and more attention by the scholars.The plate culture still has many hidden meanings that people need to explore and excavate.With the promotion of cognition,there are more and more articles on the study of plate culture.However,most of them are from the perspective of literature to explore the cultural connotation of plate culture and to study the literature of brand communication with few and fewer.Therefore,The survey explores the brand communication strategy of Liulin Plate Club and feels the enjoyment of the plate enjoyed by the plate culture and the impact it has on the society.This article starts from the historical development of Liulin Plate Club,excavates its cultural connotation,and understands and grasps the current development status of the plate,analyzes its cultural brand communication strategy correctly,and explores the brand new Liulin plate Cultural value,social value and economic value of this community cultural activity,and studied the value of brand communication and promotion on the inheritance and protection of Liulin traditional culture so that the public can further understand Liulin culture and expand the spread of plate culture brand Effect,benefit the local residents.