Research On The Integrated Marketing Communication Strategy Of "Guangxi Intangible Cultural Heritage" Cultural And Creative Brand

After the 18 th Party Congress,China’s cultural industry has entered a golden period of rapid development and is contributing more and more to the country’s economic growth.With the popularity of ethnic cultural derivatives and the appeal of ethnic culture to young people,more and more people have become involved in the preservation and development of ethnic culture in recent years.With the increasing development of ASEAN and the opening up of tourism,the cultural sector in the Guangxi region is showing good trends.Therefore,Guangxi’s cultural and creative heritage brands have good development prospects and important research values.This article selects the cultural and creative brand of "Guangxi Intangible Cultural Heritage" as the research object,and takes the Nanning Menogga brand as a case study,using the theory of Integrated Marketing Communication.By combining methods such as literature analysis and case study,as well as online questionnaires and on-site interviews with store staff,this paper summarizes the current development status of Menogga brand communication from three aspects:marketing communication environment analysis,consumer surveys,and marketing communication advantages.It summarizes the advantages of Menogga brand Integrated Marketing Communication in terms of popularity and marketing channels at present.However,at the same time,the Menogga brand still faces four challenges in marketing communication:brand development,brand shaping,online platforms,and customer communication.In response to the current situation of Menogga brand marketing and communication,this article also attempts to summarize the following optimization strategies: Strengthening development and conveying the cultural value of cultural and creative products;Adhere to the connotation and promote a clear brand positioning;Make good use of the internet and disseminate according to the characteristics of platform users;Emphasize communication and adopt diverse forms of interaction.This article looks forward to the Menogga brand’s more stable development in the increasingly prosperous cultural market,providing some help and suggestions for Menogga and its similar cultural and creative brands,spreading both brand culture and excellent intangible heritage culture.