Research On The Communication Of Domestic Brands From The Perspective Of Ritual View Of Communication

The changes of the times have profoundly affected the development and communication practice of domestic brands.In recent years,under the combined effect of social economy,national policies,digital waves and other factors,domestic brands have risen rapidly,but also faced new communication dilemmas.With the Internet traffic dividend bottoming out,the national wild consumption gradually subsided.The external presentation and intrinsic value of many domestic brands are seriously imbalanced.Under the new communication pattern,media empowerment enables consumers to become communication subjects,deeply participate in brand communication,pursue value satisfaction and meaning realization beyond the level of information acquisition,and the cultural communication and interactive co-creation attributes of brand communication are increasingly enhanced.The long-term communication"transmission view" pursued by past practice and research faces the dilemma of insufficient explanatory power,and it is necessary to introduce the perspective of "ritual view" to supplement it,that is,brand communication is regarded as a "ritual",focusing on interactive communication and cultural sharing in communication ceremonies,and paying attention to the maintenance of social relations between domestic brands in the time dimension.As a typical representative of domestic brands,Florasis has shown a singing development trend in the wave of domestic products.Its brand communication process aims at cultural sharing and relationship maintenance,reflecting a strong ritual color.This paper takes the concept of communication ritual as the research perspective,regards domestic brand communication as a cultural phenomenon,selects Florasis as the research object,and combines in-depth interview method,other research methods to investigate brand communication ceremony.First of all,Florasis positioned Oriental makeup,deeply cultivated the traditional culture and spirit of the Chinese nation,cultivated Chinese traditional makeup culture,and built Florasis’s three-dimensional brand symbol meaning system,so that the brand is closely linked with"Chinese makeup culture" and "national tide culture",presenting the cultural connotation of contemporary oriental life aesthetics,and laying the foundation for the realization of "cultural sharing"in the communication ceremony.Secondly,in the process of brand communication,Florasis created a"centripetal pattern" ritual space similar to Chinese ritual architecture,and realized spatial expansion and interaction through cross-border communication,and realized panoramic cultural performances and exchange sharing.The entrance space,transition space,and central space are cohesive but dynamic and open,and the brand and consumer go from connecting to interacting to sharing,and finally establishing a solid deep relationship.As the main body of the ceremony,consumers carry out rich interaction and communication with brands and hobby groups in the ritual space,further promote self-presentation and value sharing,and carry out active brand co-creation and cultural reproduction,and brand culture can also be integrated into their daily life to achieve the continuation of the ceremony.In layers of in-depth ceremonies,consumers achieve self-identification and form an "imaginary community";The recognition of the Florasis brand has also risen to the recognition of the overall domestic products;Promote the realization of traditional cultural identity and self-confidence,and further stimulate the emotional cohesion of the Chinese national community,and finally complete the maintenance of social relations in the time dimension of Florasis brand.Finally,based on the study of Florasis brand communication from a ceremonial perspective,we summarize the communication inspiration in order to provide reference for the long-term survival of domestic brands.