基于CIS理论的中医药文化品牌塑造研究——以“杨继洲针灸”为例

Study on the Brand Building of Traditional Chinese Medicine Culture Based on CIS Theory:Take YANG Jizhou Acupuncture as An Example

[目的]基于企业形象识别系统(corporate identity system,CIS)理论探讨中医药文化品牌塑造的方法与现实意义。[方法]从CIS理论与中医药文化品牌塑造的关系出发,通过分析中医药文化品牌塑造中导入CIS理论的意义,并结合中医药文化品牌中导入CIS理论的实例—"杨继洲针灸"品牌,来说明中医药文化品牌塑造三个系统的方法及其意义。[结果]探讨中医药文化品牌塑造可突出中医药文化特色,也是传承与传播中医药文化的有效路径。CIS理论是塑造企业形象的一种有效方法,通过分析CIS理论与中医药文化品牌塑造的关系,笔者认为在中医药文化品牌的塑造过程中可导入该理论。"杨继洲针灸"品牌即通过CIS理论的理念识别(mind identity,MI)系统、行为识别(behavior identity,BI)系统和视觉识别(visual identity,Ⅵ)系统的构建来进行有效塑造。[结论]中医药文化品牌是最能体现中国优秀传统文化的一类本土品牌,对中医药文化品牌形象塑造的探索与实践正是建设具有中国特色的CIS模式、同时打造具有中国特色品牌的实践。

[Objective]To discuss the methods and practical significance of traditional Chinese medicine(TCM)culture brand building based on the theory of corporate identity system(CIS).[Methods]Based on the relationship between CIS theory and TCM culture brand building,this paper analyzed the significance of introducing CIS theory into TCM brand building,and illustrated the methods and significance of three systems of TCM culture brand building combined with the example of introducing CIS theory into TCM culture brand:"YANG Jizhou Acupuncture".[Results]Exploring the brand building of TCM culture can highlight the characteristics of TCM culture and is also an effective way to inherit and spread TCM culture.CIS theory is an effective method for corporate image building,through the analysis of the relationship between CIS theory and TCM culture brand building,it is found that CIS theory can be introduced in the building process of TCM culture brand."YANG Jizhou Acupuncture"has been effectively built through the construction of the three systems of CIS theory,namely mind identity(MI)system,behavior identity(BI)system and visual identity(Ⅵ)system.[Conclusion]TCM cultural brand is a kind of local brand that can best reflect the excellent traditional Chinese culture.The exploration and practice of TCM culture brand building is the practice of building the CIS model with Chinese characteristics and creating brands with Chinese characteristics at the same time.