Research on Construction and Communication Strategy of Cultural Brand "Wen Yun Xiao Hong" in the Digital Intelligence Era

Abstract

Against the backdrop of digital intelligence technologies profoundly empowering cultural dissemination and China's nationwide
push for cultural digitization alongside new liberal arts education initiatives, Xiao Hong culture faces developmental challenges including
audience fragmentation, monotonous communication formats, inadequate digital development, and limited influence. This project aligns with
national cultural development strategies outlined in the 15th Five-Year Plan and university requirements for innovative liberal arts education.
By integrating literary studies and digital technologies through document analysis, questionnaire surveys, and field research, it identifies core
cultural resources and current communication bottlenecks of Xiao Hong culture. The study proposes concrete strategies for building and disseminating the "Wenyun Xiao Hong" cultural brand across five dimensionscontent presentation, distribution channels, user engagement,
resource integration, and operational maintenancein the digital era. These insights provide practical references for modernizing classic literary cultural IPs while facilitating digital dissemination of Northeast China's regional culture and integrated tourism-cultural development.