贵州民俗文化产业品牌构建现状及策略研究

Research on the Current Situation and Strategy of the Brand Construction of Folk Culture Industry in Guizhou

贵州民俗文化资源丰富,具有极大的文化和经济价值。本文通过调查发现目前贵州民俗文化产业品牌构建中存在着品牌战略缺失、品牌定位模糊、品牌营销策略落后等问题,拟运用文化产业发展和品牌战略管理理论,从品牌思维、品牌定位和品牌传播等角度,提出树立品牌意识、明晰品牌定位、整合营销传播等贵州民俗文化产业品牌的构建策略,以期培育和打造独具贵州特色的民俗文化产业品牌,将贵州民俗文化资源优势转换为品牌优势,推动民俗文化的宣传推广,促进民俗文化产业链的形成,提升民俗文化产业的竞争力。

The folk culture of Guizhou has abundant resources,which has high economic and cultural value.This article investigate the lack brand strategy,the fuzzy brand positioning,the backward strategy of brand marketing of the construction of the folk culture industry brand in Guizhou.This article tries to use the development of cultural industry and brand strategy management theory,from the point of brand thinking,brand positioning and brand communication,in order to put forward some strategies such as building brand awareness,clearing brand positioning,integrating marketing communication to Guizhou folk culture industry.In order to cultivate and create the unique characteristics of Guizhou folk culture industry brand.It will transform the advantages of Guizhou folk culture resources into brand advantages,promote the popularization and promotion of folk culture,promote the formation of folk culture industry chain,and enhance the competitiveness of folk culture industry.