Research Of The Branding Development Strategy Of New Year Wood-block Painting In Zhuxian Town

Located in the Central Plains,Zhuxian Town in Kaifeng provides economic and cultural background for the emergence,development and evolution of Zhuxian Town's New Year Wood-block Painting.It forms a artistic style for New Year Wood-block Painting with strong regional characteristics.It is a typical representative of China's intangible culture and it has high economic,cultural and collection value.Accoding to the investigation of Zhuxian Town's cultural ecology and the field research of New Year Wood-block Painting's survival status,the writer finds that with the change of times and lifestyle,like many other traditional crafts in China,Zhuxian Town's New Year Wood-block Painting still have a series of problems that needs to be solved urgently,such as the lack of successors of traditional crafts,the lack of innovation in subject matter and the obsolete way of management.Under the current condition of the market economy,branding is the embodiment and representative of the overall quality and image of an enterprise.Excellent brand building is conducive to improving the soft power of an enterprise and enhancing its competitiveness.As an "time-honored brand" cultural brand,the introduction of brand management mode and awareness in the development of Zhuxian Town's New Year Wood-block Painting can not only help solve the current problems,but also provide additional value for Zhuxian Town's New Year Wood-block Painting and enhance the development of regional economy.This paper takes Zhuxian Town's New Year Wood-block Painting as the main research object,and studies the brand of Zhuxian Town's New Year Wood-block Painting from the perspective of brand development and management strategy theory.Starting from solving practical problems,this paper first expounds the origin,characteristics,brand and brand concept of Zhuxian Town's New Year Wood-block Painting.Secondly,this paper specifically analyzed the field investigation of Zhuxian Town's New Year Wood-block Painting and other areas of China's New Year Wood-block Painting,combing the advantages and disadvantages,opportunities and challenges of Zhuxian Town's New Year Wood-block Painting,and pointed out that branding is an important way for the healthy and sustainable development of Zhuxian Town's New Year Wood-block Painting.Then from three aspects,of brand positioning,brand communication and brand protection,this paper puts forward some suggestions for the brand development of Zhuxian Town's New Year Wood-block Painting.Finally,taking “Wantong Old Store” as an example,according to the current development situation of “Wantong Old Store”,design a set of brand image program for it.According to the logical deduction sequence from theory to practice,this paper carries out demonstration research and design innovation practice.By combining brand image innovation with modern brand development management strategies,the brand image of Zhuxian Town's New Year Wood-block Painting can be rebuilt,and the brand influence of New Year Wood-block Painting can be improved overall,so as to promote the synchronous development of local culture and economy.