Study On Brand Narrative Strategy Of Contemporary Chinese Traditional Craft Commercial Brands

China’s traditional crafts are a valuable intangible cultural heritage,but also an important "strategic" resource.To create a good image of the commercial brand is the only way to help traditional technology revitalize.Contemporary traditional craft brands should strengthen the cultural construction of "brand narration",inherit and continue the cultural spirit of traditional craft with good craft product image,and drive the worldwide spread of Chinese traditional culture.Based on the principles of brand narrative and visual narrative design,this paper explores the strategies and methods of Chinese traditional craft commercial brands to construct brand narrative in the contemporary cultural environment.The first chapter analyzes the "narrative" context of traditional craft commercial brands from the perspective of consumer culture.This paper expounds the "brand narrative" to create consumption significance for traditional craft brands,and its construction elements include text composition and media communication design.It also analyzes the multiple meanings of "narrative" of traditional craft brand in improving brand benefit,extending craft spirit and constructing national cultural image,and its development opportunities in the current cultural environment.The second chapter analyzes the narrative text composition and narrative media communication design of traditional craft commercial brands by combining the characteristics of traditional craft,narrative theory and a large number of narrative cases.Through content analysis,summarized the traditional process of brand narrative text constitute the main "traditional process history culture" "core technology" "brand development process inheritance" and "creation of story in the modern context" four story content factors and the effect of these factors,and the character of the value and status symbol to two Angle analysis of the traditional craft brand the characters in the story.In the study of media communication design,it analyzes the expression forms of traditional craft brands such as text,image,video and interactive narrative,and analyzes the online and offline narrative communication channels of traditional craft commercial brands.Most of the traditional craft commercial brands take intangible heritage craft as their cultural orientation,and the text and media of "narration" have common characteristics.However,the different segmentation positioning of the brand affects the different narrative goals and directions of each traditional craft brand.The third chapter makes a detailed case analysis of the narrative communication of three traditional fan-making brands with different positioning,and puts forward the personalized narrative design of traditional craft brands based on brand positioning.The fourth chapter summarizes the key points of narrative strategy of traditional craft commercial brands.Content includes "reconstructing the traditional process of culture and art" "brand in ’envelops thinking’ narrative" "attaches great importance to the narrative itself and the environment of visual design," "offer effective viewability narrative line design" "establish a diversified narrative forms of media and communication" to promote the brand narrative of sustained,stylish "" and other brand,platform,the narrative",It provides a feasible path for traditional craft brands to carry out narrative communication.