少林寺文化品牌国际传播体系构建及其启示

Construction and Inspiration of Shaolin Temple Cultural Brand International Communication System

为满足国外受众对少林文化的需求,使少林文化的内涵完整呈现,少林寺通过合理的品牌定位、商标注册、从文化折扣小的内容入手进行品牌传播以及海外传播组织平台建设,构建了少林寺文化品牌国际传播体系,为中华传统文化走出去提供经验借鉴。

In order to meet the demands for Shaolin culture abroad and fully represent its denotation, Shaolin Temple has constructed the Shaolin Temple cultural brand international communication system, which includes reasonable brand positioning, trademark regis-tration ,brand communication starting with Shaolin Kungfu and overseas communication organization construction. We can draw experi-ences from it to promote the spread of Chinese traditional culture overseas.