Research On Branding Of Characteristic Cultural Industry In Hunan Region

In recent years,Hunan's characteristic cultural industry has developed rapidly,not only with abundant characteristic cultural resources,but also with sufficient market demand and a stable and open policy environment.With its own cultural resource endowment,industrial foundation and market conditions,Hunan's characteristic cultural industry has formed a large number of regional characteristic cultural industry brands with outstanding demonstration effects.The brand building and communication effects are remarkable and the influence is extraordinary,but also in the process of brand development Faced with the following problems: First,insufficient resources integration;second,insufficient talent innovation;third,lack of brand protection;fourth,weak brand synergy.The characteristic cultural industry originates from the folk,is rooted in the profound cultural fertile soil of the Chinese nation,and has both social and economic benefits.It gives regional distinctive cultural industry brands distinctive regional characteristics and national cultural connotations.The regional characteristic cultural industry brand is the result of the joint action of stakeholders such as government,enterprises,and industry organizations under the factors of resources,environment,market,and policies.Its formation has gone through four stages: initialstage,initial stage,growth stage,and maturity stage.According to the development characteristics of regional characteristic cultural industries in different periods,the cultivation mode of characteristic cultural industry brands is divided into three types: government-led,enterprise-led and industry association-led.The branding of regional characteristic cultural industries embodies the evolutionary path of the construction subject from government-led to industry association-led,brand-breeding carrier from regional characteristic economy to regional characteristic cultural industry brand,and regional marketing management from internal construction to external construction.In view of the existing predicament of Hunan's characteristic cultural industry,first of all,we should make a strategic framework from the macro perspective: establish a cultural technology-driven strategy with brand innovation as the core;market-oriented mechanism operation strategy with brand competitiveness as the focus;and brand protection It is the core intellectual property protection strategy;and the mother-child brand strategy with brand synergy as the starting point.Secondly,according to the characteristics presented in different stages of brand cultivation and creation,specific branding countermeasures are summarized: the brand positioning level,through resource integration and "feature" mining,to enhance the brand cultural connotation;brand cultivation level,targeting different The actual situation of the city,county,and townships implements a "one place,one product" brand classification and cultivation method;at the brand certification level,a scientific brand certification standard system is constructed from many aspects;at the brand operation level,comprehensive government,enterprises,and industry organizations We will work together to create a benefit-sharing mechanism and achieve coordinated brand development;at the brand marketing level,we will innovate cultural product ideas and build an "Internet +" platform marketing model.