Research On The Brand Building Of Xi’an Film Factory Under The Model Of "Film + Cultural Tourism"

The Xi’an Film Studio was founded in 1958,and is the earliest film production center in Northwest China,as well as the largest film production base in the region.It has made tremendous contributions to Chinese film art.With the arrival of the new media era,various factors such as the impact of the Internet boom,talent loss,and the transformation and development of other film studios have led to a bottleneck in the development of the Xi’an Film Studio.Various challenges have made the transformation and development of the Xi’an Film Studio urgent.In recent years,the Xi’an Film Studio has vigorously promoted transformation,upgrading and reform,and continuously carried out innovative mechanisms.In the context of transformation and development,the Xi’an Film Studio has finally established the film and cultural tourism " cross-border development model.The " Xi’an Film Circle·Xi’an Film Industry Agglomeration Area "(Xi’an Film Circle)as a representative of the film and cultural tourism" industrial park has achieved remarkable development results after careful upgrading and transformation.This article combines cultural branding,brand building,and related theoretical models to analyze the development of the brand of Xi’an Film Studio using literature analysis.Through the methods of questionnaire survey and interview,the author investigates the awareness of the audience about the past and present brand development of Xi’an Film Studio.Based on the case study method,the author analyzes the survey results and concludes that the "film and tourism" cross-border development model of Xi’an Film Studio has achieved preliminary success and is well-known and recognized by the public.Based on these findings,the author proposes several suggestions for the development of the "film and tourism" brand of Xi’an Film Studio,including deepening the brand connotation,enriching the brand product system,constructing an ecological circle for the entire industrial chain of film,tourism,and culture,strengthening talent cultivation and introduction,enhancing brand marketing and promotion,strengthening intelligent construction and digital transformation,developing diverse products and services,and promoting social responsibility and sustainable development.