Sui And Tang Luoyang City Heritage Cultural Brand Communication Planning Case

The Luoyang Sui and Tang Dynasties site is a witness of the development of the Sui and Tang Dynasties.It not only truly displays the historical information and historical facts of the Sui and Tang Dynasties,but also provides a basis for studying all aspects of human social life in the Sui and Tang Dynasties.It has significant cultural,historical,scientific,and social values.At the same time,Luoyang's urban development puts forward clear requirements for cultural brands,and the Sui and Tang dynasties play an important role in this.More importantly,the country attaches great importance to the development,protection,and transmission of large sites,and proposes that the exhibitions should be displayed in a wide area.The heritage on the ground is alive.However,the Luoyang Sui and Tang Dynasties site is tepid in its communication and has not been systematically planned for communication.In the new media era,it still maintains a unified communication philosophy and lacks awareness of brand communication,resulting in its popularity and the value it contains.It does not match the role played.The Luoyang Sui and Tang dynasty sites urgently need to change their thinking and perspectives,establish a cultural brand awareness of dissemination,and make the big sites truly alive.In this context,this planning case is based on the specific conditions of the Sui and Tang Dynasties,combined with its cultural attributes,and brand communication as the theoretical basis,and proposes a plan suitable for the development and dissemination of Sui and Tang Dynasties.Project dissemination goals and requirements,determine the cultural brand positioning,proceed from the genetic advantages of "history,humanities,cultural relics,and sites",and build a brand image of "sites Luoyang,the ancient city of Sui and Tang Dynasties".At the micro level,it aims to create this image the "New Business Card for Luoyang Cultural Tourism" aims to bring the Sui and Tang Dynasties to life from a macro level.Based on this brand image,a visual identity system is designed,including brand image ambassadors,brand logos,and brand slogans.Based on the brandin the market Position,drawing on the excellent case of cultural brand communication,and proposing three major communication strategies-media strategy,product strategy,brandIn addition,this plan also evaluates the effectiveness and enforceability of the communication plan in order to adjust it according to the effect of the communication during the implementation of the later plan to maximize the benefits.