The Study of the Current Situation of Zhejiang Regional Brand Communications
|Keywords||Regional brand communications Zhejiang Situation Newspaper Contentanalysis Mechanism|
Today, the trend of world economic globalization and regional economic integration has been further highlighted the force of the regional brand, and intensified the competitive situation between the regional brand. If an area want to establish a regional brand, it is necessary to strengthen the market impact of the regional brand and the attractiveness of the regional target audience, but to do so, there must be a regional brand communications. The first chapter is mainly based on the study of the theory of regional brands, regional brands dissemination of concepts and models. The regional brand communications is a comprehensive regional characteristics and social resources, integrated, complex socio-cultural communication system.The second on the current the current situation of the regional brand communications in Zhejiang overview description of the nature and focus of the analysis of the current Zhejiang Environment situation, Zhejiang regional brands of the main transmission channels for the dissemination of Zhejiang regional brands and Zhejiang region brand communications audience. The third chapter selected a sample of Guangming Daily, and systematic sampling method to select the newspaper sample, and on this basis to establish Zhejiang regional brand communications newspaper category, for the current spread of Zhejiang regional brands do a quantitative analysis. Chapter IV of this paper mainly uses text analysis, Guangming Daily,"the high-frequency words in the reporting process-that is a representative symbol to further understanding of the brand communication of the Zhejiang region specificcontents.Through a series of analyzes of the above, the fifth chapter of this paper proposes to build a more positive and effective Zhejiang regional brand communications system, and from Zhejiang regional brand communications strategy system, the dissemination of contingency plans to develop the brand crisis in the Zhejiang region, the "consumer culture" integration into Zhejiang regional brand communication among these three areas to carry out the discussion in order to better promote the development of Zhejiang region in the future of brand communication.