川菜品牌传播的现存问题及对策研究

Problems in Brand Communication of Sichuan Cuisine and Tackling Measures

川菜是四川历史与文化的一张宣传名片,是四川的宝贵资源和文化品牌之一。宣传川菜、传播川菜品牌对于发展、传播巴蜀文化和四川文化产业具有重要作用。目前川菜的传播与推广中仍有一些问题需要改进。只有合理地利用各种传播媒介对川菜品牌进行传播,川菜品牌才能得到长足的发展和完善,川菜在整个四川文化及文化产业中的地位和作用才能得到充分发挥。

Sichuan cuisine, one of the valuable resources and cultural brands of Siehuan, is now a name card for Sichuan. Communication of the brand of Sichuan cuisine plays a significant role in the promotion of Sichuan culture across China and even the world. This paper analyzes the problems in the process and suggests that rea- sonable exploitation of different media is the key to successful brand communication of Sichuan cuisine and gives full play to its function in the cultural industry.