Research On Expansion Of Paper Shadows Art's Target Consumers And It's Communication Strategies

Folk traditional culture paper-shadows art has a profound cultural heritage.The paper-shadow play is similar to the shadow play.The difference lies in the material,the flow and the shape of the shadow couple,the most obvious is that the shadow is a five-point face,while the paper shadow is a seven-point face.Although the Xiang Tan paper-shadow is not as gorgeous as the northern shadows,it is more focused on the artistic conception.The shadows are vivid,the scenes are flexible,the randomness is strong,and the story of the characters is clear.Since the reform and opening up,the entertainment activities of the paper-shadow drama have been replaced by many emerging entertainment products,and the development situation is worrying.The consumer group has shifted from the initial rural to the urban,and has returned to the rural areas,and the number of rural areas has been reduced in large areas.The consumer groups are dying out.This paper-shadow play will analyze the phenomenon that the target audience of paper and shadow art is generalized and the market development is not coordinated.According to the field investigation,the development of Xiang Tan paper-shadow at the present stage has problems such as difficult living conditions,traditional preservation methods,and twists and turns in the process of inheritance.In the case of Xiang Tan paper-shadow communication,the author summarizes the generalization of communication strategies,the activities are “Modeling”,the audience is narrow,and the language limitations are spread.The reasons for the difficulty of survival are divided into external factors and internal factors.The external factors mainly include the low publicity of paper-shadow art.The target audience has less consumption expenditure on paper-shadow art,and the internal cause is that Xiang Tan Paper-Shadow itself has insufficient innovation in content,form and media,and has not kept pace with the times.By sorting out the relationship between the past and the current paper art and the consumption class of all ages,summarizing the inevitability of the trend of the target consumer group;positioning the Xiang Tan paper-shadow,and determining the target according to the acceptance of the paper-shadow art by the young consumer group Audience;insight into current consumption patterns,consumer behavioral psychology,visual psychology as a theoretical basis to analyze the consumption behavior and characteristics of young consumer groups,and according to the "demand hierarchy theory" research and analysis of young consumer group consumption needs and motivation,the use of brands Relevant knowledge systems such as audience positioning,brand communication and marketing strategy,for the paper-shadow art to propose optimized communication content,break through the traditional forms of communication,and strengthen the communication strategy recommendations of experiential marketing,and carry out brand management of Xiang Tan Paper-Shadow.Finally,the design practice part is aimed at the aesthetic taste of young consumers.“Redesigning” the image of the film,designing the surrounding products according to the communication strategy design,and effectively communicating with the experiential products to meet the accuracy and difference of the paper brand.The interactive,interactive and diversified market communication has made traditional paper-shadow art once again active in the public eye and promoted our traditional culture.