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| Research on the orientation and method of Branding of Rural Culture Innovation from Perspective of Positioning Theory |
| QIN Zong-cai |
| College of Journalism and Media, Yangzhou University, Yangzhou, Jiangsu, 225009 |
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Abstract Rural revitalization strategy requires rural cultural and creative industry shift its focus to quality and efficiency improvement. Branding strategy is an effective way to make the shift. The core of building rural cultural and creative brands is to reshape native culture, which is a key link to boost villagers’ cultural confidence and cultural identity. The basis and requirements of building rural cultural and creative brands are to present unique cultural values of local villages, enhance sense of belonging and cohesion of the community, and promote brand publicity and integrated development of the industry. To win over customers, firstly, rural cultural and creative brands should first highlight the cultural genes of local villages, present the core values of rural cultural and creative brands, which is the key to winning the hearts of customers. Secondly, the symbol expression and brand narration of local cultural gene is important. To attract customers’ attention, it is necessary to make use of the communication system of modern media to popularize the brands and expand their influence worldwide. Finally, a brand-oriented rural cultural industry and relevant industrial system should be formed to produce and provide diverse forms of industry, rich service experience and product consumption, so as to meet consumers’diverse and multi-level consumption needs.
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Received: 10 July 2019
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2019, Vol. 36 
