Research On The Thematic Development Strategy Of Auspicious Culture Of Xiangxi Cultural And Creative Products

Along with the prosperity of tourism in western Hunan,Xiangxi's cultural and creative products have also developed rapidly.The largest part is the derivative of tourism.Through investigation,it has been found that although there are many kinds of cultural and creative products in Xiangxi,it is difficult to classify it,even if it is narrowly classified,it is also very vague.This kind of complex state due to the lack of systematic product development,has led directly to the consumer's vagueness image recognition of Xiangxi's cultural and creative products.There is no individual products outstanding in the market of Xiangxi Cultural and Creative Products,and these will directly lead to the difficult promotion of brand promotion and brand marketing of Xiangxi Cultural and Creative Products.In the field survey,Jiwanshi Culture Industry Company,which had a relatively successful operation,gave an inspiration and experience that the company's cultural and creative products were themed and systematic.With the theme of auspicious culture,or with the auspicious theme as the center to creation,therefore,its products have a more distinct brand image,and its industry is also growing stronger and stronger.Of course,at the same time,it was also found that when the company insisted on creating “Theme auspicious” as its core and achieved better results,the bottleneck of its development was also revealed.The main manifestations were the lack of profound cultural connotation,weak or inaccurate dissemination and other issues.Thus,under this trigger,this thesis systematically considered the feasibility of the integration of traditional culture and modernity,and the dialectical unification of monoculture and multiculturalism,and conducted a feasible analysis of this cultural identity in the context of globalization.Specifically envisaged an effective way for the development of Xiangxi ethnic cultural and creative products,that is thematic production.Therefore,focusing on the theme of “thematic production”,the Xiangxi auspicious cultural and creative products were taken as an example to present the basic ideas for shaping the brand strategy of Xiangxi ethnic cultural and creative products.A brief overview is that,work around a cultural theme to mould a group image,adhere to the principle of king content,construct a basic method and framework for the development and interpretation of content,propose specific operation methods for brand building on names,logos,symbols(images),terms,etc.,use the pattern “Internet +” to spread the brand and the mature communication platform of “One Village One Product”and “Western Hunan as the Village”,establish an effective communication channel for Xiangxi Cultural and Creative Products.