Research on Identity Construction and Brand Communication Strategy of the Spring Festival Gala
As a landmark cultural product,the Spring Festival Gala has become a cultural feast enjoyed by hundreds of millions of Chinese during the Spring Festival.Since its birth,the Spring Festival Gala has continuously contributed to cultural inheritance and value shaping,and the collective memories and emotions embedded in it have contributed to a ceremonial activity that has better shaped the cultural emotions of the Spring Festival over the years,and has a-chieved great success in brand communication and marketing.We analyze the identity construc-tion of the Spring Festival Gala from four perspectives:culture,society,brand and audience,and sort out the brand communication strategy comprehensively,in order to provide useful refer-ence and inspiration for the marketing and brand building of other TV media.
spring festival galaidentity constructionbrand communication
NETL
NSTL
万方数据
维普
