Research On Narrative Communication Design Of Local Jewelry Brand Activation

Although Chinese traditional jewelry art has a long history and a rich variety of exquisite modeling.The modern jewelry industry started very late compared with other industries with a certain degree of hysteresis quality.Product homogeneity,lack of brand awareness,weak brand influence,lack of brand construction are the common problems facing the domestic jewelry industry today.Especially in the context of the continuous development of digital media,the further optimization and upgrading of consumption structure,and the changing market demand and consumption concept,The demand of local jewelry industry for brand activation and innovation is becoming stronger and stronger.Based on the communication characteristics and narrative strategies of the contemporary younger generation.this paper studies the narrative communication design of the activation of local jewelry brands with the clue of local culture.The first part introduces the research background,research objects and related concepts,research status,research significance,research innovations,research methods,research ideas and paper framework of the subject.The second part first deeply analyzes the historical and cultural background,physical form characteristics and artistic emotion expression of local jewelry art,and clarifies the internal relationship between jewelry as a product,culture,emotion and brand.Then based on the theory of brand,it analyzes the development status of domestic jewelry brands from five aspects: brand positioning,brand culture,brand image,brand communication and brand experience.Finally,the paper evaluates the brand equity of local jewelry brands from the perspective of communication,and puts forward the activation strategy from product to brand to communication.The third part,based on the case analysis of contemporary brand characteristics of transmission and the narrative method,and then analysis the advantages and limitations of all kinds of new media,summarizes the contemporary narrative content and expression way for the spread of brand in younger generation,combined with the development of local jewelry brand difficulties further summarizes the local jewelry brand from the content to the media to the spread of activation in the form of innovation path.The fourth part,around the target brand "Suzhou Longfeng Jindian" launched into desktop research and on-the-spot investigation,and had an interview with the brand of internal and external stakeholders.Then,based on the brand combing and Research Report,this paper uses the "five-star" conceptual model to analyze the existing brand assets of "Longfeng Jindian",and then through the SWOT situation analysis of longfeng store’s strengths,weaknesses,opportunities and threats to make overall evaluation,put forward specific Suzhou Longfeng Jindian brand activation communication strategy conception.The fifth part is based on the framework of brand dissemination motif of the Spring Festival,first has carried on more targeted at the early stage of the design analysis,collecting and summary the brand promotion of Longfeng Jindian for the Spring Festival.competitive brand transmission case of the Spring Festival,the study of the Spring Festival of wu and yue culture association,analysis of longfeng store brand dissemination of the target population and demand,Finally,from brand image to brand story,the Spring Festival communication design scheme of Longfeng Jindian is presented from three aspects: design conception,visual presentation and delivery effect.By exploring the narrative content and communication strategy of the activation of local jewelry brands,this topic puts forward specific suggestions for the transformation and development of local jewelry industry from the perspective of brands,and also provides valuable theoretical reference for the activation communication practice of old brands in other places.