本文选取云南省元阳县红河哈尼梯田文化品牌为研究对象，将品牌传播作为
重点，全面深入的分析红河哈尼梯田文化品牌的社会传播现状。文章对红河哈尼
梯田文化品牌概念做了界定，分析品牌传播的现状。笔者主要从品牌传播的主体、
内容、主要方式三个角度展开分析。为了进一步深入研究红河哈尼梯田的品牌传
播情况，笔者还通过对红河哈尼梯田有所了解的相关人员进行深度访谈，笔者认
为目前该品牌的经营传播中存在以下问题：第一，定位策略存在问题；第二，广
告策略存在问题；第三，事件传播存在问题；第四，新媒体传播策略存在问题
最后，文章从红河哈尼梯田文化品牌的传播现状为出发点，挖掘品牌的发展和营
销潜力，为品牌未来的传播和发展提出几点建议:第一，做好品牌定位；第二，
进一步推进红河哈尼梯田文化的品牌识别；第三，实施广告传播策略；第四，做
好品牌事件传播；第五，顺应新的营销潮流，创新品牌传播手段，做好新媒体品
牌传播；第六，整合新旧媒体优势资源，合力做好红河哈尼梯田文化传播。研究
红河哈尼梯田文化品牌的有效传播，促进民族文化的建设，振兴文化产业的发展
具有积极的意义。近年来，旅游业的发展已成为地方经济发展的重要推手。元阳
虽然拥有世界一流的旅游资源，但也是国家级贫困县，约有 14 万贫困人口。如摘要
II
何通过品牌传播的文化探索，大力推进哈尼梯田文化的传播，实现打开知名
度，吸引更多的人到当地旅游，将品牌的资源优势进一步转化为经济优势，促进
当地旅游产业的快速发展，助力地区经济发展，为脱贫攻坚助力成为红河哈尼梯
田品牌传播的另一个重要意义
关键词：哈尼梯田；红河州；民族文化；文化品牌；品牌传播Abstract
III
Abstract
With the development of social economy and the advancement of science and
technology, culture has become an important component of economy, science and
technology development and social civilization of a country, a region and even a
country. Especially in the context of the great development of global economic
integration, culture is one of the important symbols of a country and one of the
important symbols to measure the comprehensive strength of a region. The
development of social economy inevitably brings about the development of cultural
industry, and cultural industry and economic and social development are
interdependent relations. This particular cultural form also expands the growth point
of social economic development, and inspires the related talents to realize economic
development from cultural concepts. The development of cultural industry is highly
valued by the party and the state, and the development of the cultural industry begins
at the national level. As a new economic form, the cultural industry is emerging and
its great economic value is recognized. To develop cultural industry, we need to create
cultural brands. Among numerous cultural brands, minority culture brand led by the
vigorous development of cultural industry in today&39;s society have many minority
culture brand development quickly and go abroad, on the world stage had a great
influence, such as image and impression Li Jiang. These ethnic culture brand not only
carry forward the minority culture, also actively promote the development of local
economy and society, in the process of promoting China&39;s economic and social
development has played a huge role.
This paper selects the cultural brand of Honghe Hani Terrace in Yuan Yang
county, Yunnan province as the research object, and takes the brand communication
thought as the guidance, and comprehensively examines the communication status of
the cultural brand of Honghe Hani Terrace. Articles for Honghe Hani Terrace culture
brand concept definition, for its culture the present situation of the brand
communication, the author mainly from the main body, content and mode of
transmission of these three aspects to analyze. In order to further study the Honghe
Hani Terrace fields of brand communication, the author also understand the Honghe
Hani terrace by the related personnel in depth interviews, the author thinks that the
current Yuan Yang Honghe Hani Terrace fields culture brand spread there exist theAbstract
IV
following problems: first, the positioning strategy problems; Secondly, there are
problems with advertising strategy; Third, there are problems with the transmission of
events; Fourth, the new media communication strategy has problems. Article at the
end of the article, the author from the Honghe Hani Terrace fields culture according to
the actual situation of brand communication, dig deeper into the brand development in
the future, the marketing space, and for Honghe Hani Terrace fields culture brand
communication strategy puts forward six Suggestions: first, do a good job in brand
positioning; Second, further promote the brand recognition of terraced culture; Thirdly,
implement advertising marketing communication strategy; Fourth, we should carry
out brand event communication; Fifth, adapt to new marketing trends, innovate brand
communication methods, and make new media brand communication ； Sixth,
integration of old and new media advantage resources, together do a good job in
Honghe Hani terraced fields culture communication.It is of positive significance to
study the effective communication of cultural brand of Honghe Hani Terrace, promote
the construction of national culture, and revitalize the development of cultural
industry. In recent years, the development of tourism has become an important driving
force for local economic development. Although Yuan Yang has the world&39;s first-class
tourism resources, it is also a national poverty-stricken county with about 140,000
poor people. How to through the spread of brand culture to explore, promote the
spread of hani terrace culture, implement open awareness, attract more people to the
local tourism, the resource advantage into economic advantage, promote the
development of tourism industry, promote the rapid development of local economy,
for the crucial power poverty become Honghe Hani Terrace fields another important
significance of the brand communication.
Key words: Hani terraces; Honghe; National culture; Cultural brand; Brand
communication目录
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目 录
第一章 引言1
第一节 研究背景、目的及意义...........1
一、选题背景........1
二、选题的意义....3
第二节 国内外研究综述.4
一、国外研究综述4
二、国内研究综述5
第三节 研究方法和研究框架.....8
一、研究方法........8
二、 研究框架
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