Role and Implementation Optimization of Public Policy in Brand Communication of Intangible Cultural Heritage: A Case Study of Lanterns

Abstract

For a long time, the support policies for Yunnan lanterns have been solidified and have not changed promptly with the progress of the times. In view of this dilemma, the study conducts an in-depth analysis on the role of public policy and implementation optimization in the communication of intangible cultural heritage brands, aiming at improving the communication effect of Yunnan Lantern, an intangible cultural heritage brand. Through analysis and research, it is found that the brand communication of intangible cultural heritage plays the role of planning and guidance, organization and coordination, and supervision and management. According to the role of public policy in the brand communication of intangible cultural heritage, this paper puts forward the implementation optimization strategy of public policy in the brand communication of Yunnan Lantern. Firstly, it is necessary to enhance the market awareness of Yunnan lanterns in public policies, clarify the role of local governments in the formulation and implementation of public policies, and ensure that the dominant position of the market in resource allocation is respected. Secondly, the governance of public policies should be innovated, and the scope of government role should be adjusted and policy formulation ideas should be transformed to meet the needs of Yunnan lantern brand communication in the new era. Finally, it is necessary to optimize the internal management of public policies, clarify the responsibilities of relevant departments, enhance the performance ability of policy execution departments, and ensure the effective implementation of Yunnan lantern brand communication public policies.