Brand Construction And Promotion Of Yanchuan Cloth Painting From The Perspective Of New Media

As the intangible cultural heritage of Shaanxi Province,Yanchuan cloth painting is a traditional folk handicraft art with regional cultural characteristics accumulated by the people of Northern Shaanxi in their long-term life practice.But with the progress of social civilization and economic development,Yanchuan cloth painting gradually out of people's vision.At the same time,the development of new media technology in the new era promotes people to receive information in a more novel way,and the way of intangible cultural heritage protection and communication is also changing.Facing the new opportunities and challenges in the new media era,Yanchuan cloth painting innovation and development trend is inevitable.Under the new media era,the research on brand building and promotion of Yanchuan cloth painting is based on the background of the new media era,with Yanchuan cloth painting as the research object,and with full respect for the history and development of Yanchuan cloth painting,through the way of brand promotion,to explore the innovative development path of Yanchuan cloth painting in the new media era,so as to achieve better promotion and communication delay ultimately The effect of Yanchuan cloth painting culture.The main contents of this paper are as follows:First,the theoretical research of this paper includes the overview of new media,Yanchuan cloth painting,brand building and other related content,which provides theoretical support for this paper and summarizes the advantages of new media in promoting Yanchuan cloth painting brand.Second,through the field investigation and research,the paper makes an in-depth analysis of the current situation of Yanchuan cloth painting.The research content mainly includes product evolution,production status,sales status,craftsmen,operators,consumers and theme products,and summarizes the existing problems,and then draws corresponding enlightenment by comparing the successful cases of similar regional folk art.Thirdly,according to the investigation of brand building of Yanchuan cloth painting,the paper puts forward the "reverse brand pyramid mode" of brand building of Yanchuan cloth painting from the perspective of new media,which is to establish brand relationship,enhance brand response,enrich brand connotation and strengthen brand identification.Fourth,in view of the brand promotion of Yanchuan cloth painting,we should formulate the brand promotion path from the perspective of new media,namely brand theme product innovation,brand digital communication and traditional sales channel innovation.Finally,design practice is carried out with the brand of "buzhigui".Carry out innovative design for brand naming,brand positioning,theme cultural and creative products,H5,brand app,etc.,and verify the feasibility of the above methods.The conclusion and achievement of brand construction and promotion of Yanchuan cloth painting in the new media era is conducive to actively embracing the new environment,seizing the opportunity to meet the challenge,promoting its inheritance and development,and realizing the rebirth of Yanchuan cloth painting.