| Ethnic culture is an important branch of national culture.In addition to the Han ethnic group,which is well known to most people,there are 55 ethnic minorities in China.Each ethnic minority has different cultural characteristics and cultural treasures.The ethnic culture under the historical precipitation has a continuous vitality waiting for us to explore and carry forward.National culture is of great significance to the development of the ethnic group and the country Development,social development has a driving force that can not be underestimated.Therefore,how to build a distinctive ethnic cultural brand and spread it well,help the ethnic culture deeply into the people’s hearts,and form a good cultural environment is an important content worthy of our study.This paper takes Guangxi "Sanyuesan" festival culture as the research object,analyzes the problems and difficulties encountered in its communication process from four chapters,and tries to put forward a better and more effective way of communication,so as to build a cultural brand belonging to the people of Guangxi.First of all,it explores the background and historical significance of ethnic culture,and emphasizes the pivotal position of "Sanyuesan of Zhuang ethnic group" in Guangxi,explains the meaning of ethnic festival culture,cultural brand and brand communication respectively,so that people have a preliminary understanding of it.Secondly,it gives examples to analyze the current situation of Guangxi’s "Sanyuesan" communication more intuitively,including on-the-spot investigation of Guangxi Wuming’s "Sanyuesan" festival activities,as well as the publicity and attention of Changlong happy world outside Guangxi Autonomous Region to "Sanyuesan" of Guangxi.Furthermore,it analyzes the problems and causes in the communication process of "Sanyuesan of Zhuang ethnic group" in Guangxi.From the perspective of brand positioning and specific communication strategies,it involves government positioning,audience positioning,brand foothold and brand logo.In the communication process,itlacks innovation,fails to fully mobilize the enthusiasm of the audience,and is covered by the original "Liu Sanjie" cultural brand.These are all specific The reality of.Finally,try to put forward the communication strategy of Guangxi "Sanyuesan" ethnic culture brand,need to find the brand positioning,and then through the communication content and media to carry out the strategy research,and make reasonable and appropriate innovation.Treat traditional ethnic culture with a rigorous attitude,recreate ethnic culture with full enthusiasm,and spread and develop ethnic culture with modern thinking.According to the contents of the above four chapters,it is concluded that the creation and dissemination of the cultural brand of Guangxi "Sanyuesan" festival need not only the joint efforts of the government and the people.With the rapid development of new media,we should pay more attention to the development and dissemination of traditional culture.We should not only firmly grasp the media means of the new era,but also preserve the ethnic characteristics of traditional festival culture.How to build the brand of traditional festival culture with the help of modern new media,so as to better inherit and spread it,has become a research topic that relevant scholars need to focus on.To study the spread of the cultural brand of the "Sanyuesan" festival of Zhuang Ethnic Group in Guangxi is of great theoretical value and practical guidance for the revival of Guangxi culture,the innovation of Guangxi spirit,the shaping of Guangxi image,the ecological construction of Guangxi and the creation of a beautiful Guangxi.It also provides a vivid sample for the realization of the inclusive growth of multi-ethnic cultures in the world,which is of far-reaching historical significance and importance Great practical significance. |
