How can cultural creativity promote brand building?

The global financial crisis has had a far-reaching impact on the survival and development of small and medium-sized enterprises in China. In order to cope with the crisis, small and medium-sized enterprises urgently need to speed up the transformation, innovate constantly and establish their own brands with cultural creativity. There are two ways of cultural creativity, which come from historical accumulation and out of nothing. To use cultural creativity to promote brand building, we should strengthen design strength, integrate cultural elements, attach importance to information transmission and strengthen marketing planning. In order to make better use of cultural creativity to promote brand building, China's small and medium-sized enterprises should establish new ideas, speed up the establishment of intermediary agencies to serve the brands of small and medium-sized enterprises, implement intellectual property strategy, and focus on developing industries such as design, so as to better seek survival and development space in the crisis. Recently, the "Brand Zhejiang Lecture Hall" series of large-scale forums hosted by Zhejiang Economic and Information Technology Commission and hosted by Zhejiang Brand Building Promotion Association opened in the Great Hall of the People in Zhejiang Province. Li Wuwei, a famous economist, said: "At present, the brand building status of domestic SMEs is not optimistic. Some enterprises don't realize the importance of brand building, and there is no special brand management department and no strategy. Only by grasping the core element of brand building can we effectively accelerate the brand building process of SMEs. " How should small and medium-sized enterprises practice their "internal strength" in the case of declining capacity in the international market? At present, China's real economy is still affected by the global financial crisis. From the root and essence of the crisis, the impact on countries is different, and the contradictions to be solved are also different. For China, the economic imbalance is manifested in the inadaptability of industrial structure, which leads to the "bloated" part of the real economy. Therefore, the problem we have to solve in the near future is to "reduce swelling", reduce backward excess capacity and digest inventory. In the long run, we must adjust the industrial structure and market structure and change the mode of economic development, from relying mainly on external demand and resource consumption to relying on domestic demand and innovation. According to the survey, in the financial crisis, all enterprises with independent intellectual property rights and independent brands not only suffered less impact, but also won new development space. These enterprises strengthen the design center, brand building and marketing strategy, thinking that other people's crisis is our opportunity, and we can expand when our opponents fall. The key lies in innovation and upgrading. At present, China's small and medium-sized enterprises account for more than 99.8% of the total number of enterprises in the country, the value of the final products and services they create accounts for about 60% of GDP, the tax paid accounts for about 50% of the total national tax revenue, and more than 75% of urban jobs are provided. It can be seen that small and medium-sized enterprises have played an important role in prospering the market, creating benefits and absorbing employment in China. Under the influence of the financial crisis, the total capacity of the international market has declined, and it is inevitable that the export volume of small and medium-sized enterprises will decline. However, we must strive to maintain our share in order to achieve growth when the economy recovers. Therefore, at present, small and medium-sized enterprises are still in a difficult period, so it is necessary to practice their internal strength, including taking technological innovation and cultural creativity as strategies, training employees, adjusting product structure, promoting development and strengthening brand building. What is the core of brand building? Quality and cultural creativity are indispensable. David ogilvy, an advertising pioneer, once defined a brand as follows: "A brand is a complex symbol-it is the intangible sum of product attributes, name, packaging, price, historical reputation and advertising methods, and a brand is also defined by consumers' impressions of its use and their own experiences. "Since the 1990s, people have increasingly favored brand-name products. No wonder some people exclaimed, "whoever owns a world famous brand will own the world market." "With the development of brand competition, culture has been pushed to the forefront of brand competition. Winning the recognition and affinity of consumers and the public through the cultural power of brands has become a deep, high-level and intelligent competition in today's market competition. The popularity of the brand is widely known, and the reputation of the famous brand is reflected in the good impression it leaves on consumers. Famous brands contain culture, and promote the individuality and value of products through advertisements. The most important thing is to show the culture of the product in the advertisement. The brand value with cultural connotation far exceeds the actual value of the commodity itself. We sell not only commodities, but also culture. Culture can reflect the company's principles and development goals, and culture can improve management strategies and reflect product quality and service awareness. This requires our designers not only to design for the sake of design, but also to attract people's attention in external form, and more importantly, to integrate the spiritual connotation of the enterprise into it to achieve consistent appearance. Therefore, the core of brand building lies in its quality and cultural creativity. On the one hand, the brand should have excellent quality, that is, good quality, good style, good appearance and high technical content. In today's fierce market competition, a brand with good quality can narrow the distance between the brand and the consumers, produce great consumption influence and appeal, thus maximally stimulate the desire and enthusiasm of the target consumers, and finally be invincible in the competition. On the other hand, brand building should have the ability to innovate and extend according to the changes of market and consumer demand, that is, continuous cultural creativity. Because the essence of a product is a dynamic concept, even if the quality of the product itself has not changed, the purchasing power level and consumption concept of consumers have changed, and the market reputation of the product will also change. From this perspective, brand building is dynamic, and it changes with the changes of the market. We should constantly carry out cultural creativity to meet the requirements of the development of the times and reflect consumers' aesthetic preferences and values in time. At present, China's small and medium-sized enterprises still mainly produce traditional products. The economy is depressed, the products are greatly affected and the competition is fierce. In fact, limited by price and capital investment, it is difficult for small and medium-sized enterprises to make a big breakthrough in technology in the short term, but it is relatively easy to produce results in cultural creativity. Small and medium-sized enterprises have small scale, low scientific and technological development ability and weak market development ability. It is often not feasible to seek survival and development simply by reducing prices. The correct way is to strengthen brand building, improve consumers' loyalty to the brand, and provide consumers with new value at lower cost. How to generate cultural creativity? Path analysis of promoting brand building. Brand building must be clear about the core competitiveness or core value that distinguishes brands from other brands, that is, the generation of cultural creativity. The core value of a brand needs the creators of products to constantly arouse the recognition and * * * degree of the target market with their own works. As far as the generation of cultural creativity is concerned, there are two paths. First, tap original culture, and tap cultural brands with profound cultural connotations and connotations from historical, ethnic, folk and global cultural wonders. Mainly through different ways to reproduce outstanding cultural and creative tourism works, review classics, display and inherit traditional cultural and creative resources, such as movies, music, multimedia, drama, the Internet and other traditional and modern forms and channels to reproduce the content of traditional historical and cultural creative tourism products; The second is to create an unprecedented, brand-new, modern and fashionable cultural and creative brand. Cultural and creative resources are completely invented by creators or the content value created by creative operators. Generally, it can conform to modern consumption concepts, such as animation and its derivatives, Korean dramas and their "Korean wave", and realize the value-added of cultural and creative tourism products by influencing people's ideas or cultivating people's preferences. What path should cultural creativity take to promote brand building? According to the theory of comparative advantage, although a brand can't be at the leading level in all aspects, it must strengthen its comparative advantage. This comparative advantage comes from the brand building of enterprises' goods or services, that is, the core of brand building is to display the brand connotation through brand cultural creativity, enhance the added value of the brand and provide power for product competitiveness. At present, the present situation of brand building of small and medium-sized enterprises in China is not optimistic. Some enterprises don't realize the importance of brand, have no brand positioning, no special brand management department and no brand strategy. Only by grasping cultural creativity, the core element of brand building, can we effectively accelerate the brand building process of small and medium-sized enterprises in China. The ways for cultural creativity to promote brand building mainly include the following three aspects: First, integrating cultural creativity into design, providing new conceptual values, mainly satisfying consumers' needs in terms of structure, shape and color, conceptualizing, positioning and appealing for packaging the appearance of products, and defining the centralized service targets of products in combination with product characteristics and functions, so as to meet the various needs of consumers faster and better. Second, use cultural resources and integrate emotional factors to win the recognition of consumers. The creation of a brand needs a process from quality support to cultural support. Brand-name products with high-grade cultural content can make consumers enjoy the physical value of the products and gain additional psychological value, and at the same time, they can effectively form a long-standing competitive barrier that is not easy to break. Third, strengthen marketing planning and expand market share. An enterprise should know whether the product can serve consumers and whether consumers like the product, and the product is the ultimate value of the brand. Only when products are needed by consumers will products be spread invisibly. Therefore, we should establish a consumer-oriented modern marketing awareness and expand market share.