Cultural Soft Power-based Brand Culture Marketing Strategies of Tourist Destinations

On the basis of analyzing defi nitions and signifi cance of cultural soft power, signifi cant value of brand culture marketing of Chinese tourism destinations was clarified. Basic contents of cultural soft power-based brand culture marketing of tourism destinations were explored from two perspectives: resource characteristics and marketing strategies of brand culture of tourism destinations.

The Influence of Culture and Biographical Variables on the Brand Image of Google and Baidu: An Exploratory Study in Guangzhou,China

The study found significant correlations between the culture dimensions of Confucian work dynamism,humanheartedness and moral discipline and the brand image dimensions of online search engines.It was also found that several significant relationships exist between the biographical variables of age and education and the brand image dimensions,and that culture and biographical variables have a linear relationship with brand image.The findings highlight that culture and biographical information can influence Chinese consumer perceptions of an international or local brand.Organizations thus need to align their brands with the culture and biographical profile of their target markets.

The Enlightenment and Impact of Western Culture in Brand Design on the Cultural and Creative Industry

As one of the important aspects of cultural life,brand has obvious cultural attributes.As an important branch of the cultural and creative industry,brand design is not only the concrete expression of human wisdom,but also a product in the process of continuous cultural development,which can positively interpret human’s innovative spirit and innovative concept.Therefore,a systematic study on the effective use of western culture in brand design and a detailed analysis on the impact as well as enlightenment of the use of western culture in brand design on the cultural and creative industry are carried out,so as to lay a solid foundation for the improvement of the cultural innovation level in the field of brand design and the all-round development of cultural and creative industry in China.

Principles of Translating Brand Names and Cultural Taboos in Translating Brand Names

Translation of brand names is a form of intercultural communication. Whether we translate the Chinese brand names into the English ones or translate the English brand names into the Chinese ones, language laws, cultural psychology, aesthetic interest and some other factors will be involved. According to the principle of equivalence theory, the translated brand names should achieve a perfect linguistic unity among sound, form and meaning. Based on the translation principles, the translators should also pay attention to some forbidden zones.

Cultural Discrepancies in Brand Translation

Nowadays, the international dimension of brand name is becoming increasingly notable with the continual increase of the international economic exchanges. However, the translation of brand name is a complicated process, which requires the translator not only to regard the brand name translation as a kind of commercial activity, but also to understand clearly the cultural similarities and disparities between the source and target languages. From the aspect of cultural differences, this paper discusses the cultural influence on Chinese and English brand name translation, and finally introduces some suggestions for brand name translation.

Research on Brand Construction of Cultural Tourism in Hebei Province

Hebei Province has witnessed fast cultural tourism development for its abundant cultural resources,however,in local tourism market,distinctive cultural tourism brands with strong competitiveness have not been established yet because of poor industrial chain of its cultural tourism,multiple management,and poor cultural tourism atmosphere. Current construction of cultural tourism brands in China focuses on development of multiple products,stereo marketing and propagation,expansion of tourism industry chain,and academic researches. On this basis,considering cultural characteristics and tourist needs in Beijing,Tianjin and Hebei,cultural tourism brand of Hebei was defi ned as "Cultural Recreation and Enjoy Touring in Hebei",and concrete measures were given for establishing the brand building model.

A Study on the Relationship Path of Impact on Brand Attachment by Cultural Atmosphere

With the continuous improvement of people’s material living standards,people are increasingly pursuing the cultural connotation of the destination in the process of tourism.At the same time,with the continuous development of China’s cultural and tourism integration,the cultural atmosphere of the tourist destination is also increasingly affecting the development of urban tourism.This study summarizes the Shanghai cultural atmosphere,brand cognition,brand satisfaction and brand attachment in Shanghai and explores the influence path of cultural atmosphere on tourist brand attachment to their destination in Shanghai.This research used AMOS software to quantitatively analyze the relationships among cultural atmosphere,brand cognition,satisfaction,and brand attachment.The results show that:Firstly,Shanghai cultural atmosphere has a significant direct positive influence on Shanghai brand cognition,brand satisfaction and brand attachment;secondly,the brand cognition of visitors to Shanghai has a significant direct and positive effect on brand satisfaction,and then indirectly has a positive effect on brand attachment;thirdly,Shanghai cultural atmosphere indirectly has a positive effect on brand attachment through brand satisfaction.

Analysis of Cultural Distortion and Compensation in Brand Name Translation

商标作为产品标识和企业形象的代表，在本质上是一种精炼，浓缩的独特语言，然而在商标翻译过程中其本身所具有的丰富文化内涵和独特的文化意象往往失真或消失。本文将会从商标翻译的概念、功能、特点和现状出发，在”功能对等”，”目的论”等理论基础上，分析各种成功或失败的商标例子，并提出进行文化补偿的策略。

An Analysis of Cultural Differences and Brand Name’s Translation

With the development of society and economy,the trend of economic globalization has become unavoidable.The competition of the global trend is acute.A good brand name is vital for building the necessary bond between an organization and its consumers.The paper aims to analyze a large number of brand names and their influences,coupled with the cultural differences,translation theories,and business value.Then conclude some effective brand names translation principles and techniques to help enterprises to promote their products.

The Revival of Traditional Cultural Brand Genes with Media Convergence

Under the background of media convergence,a new path has been established for the development of traditional cultural brands.By exploring the balance point of representative elements of traditional cultural brand genes and media convergence in the form of digital media,this paper analyzes the founding value and advantages of traditional cultural brand genes,transforms the representative elements of traditional cultural brand genes into visual traces,and extends its information characteristics with digital technology.The research gives new vitality to the genes of traditional cultural brands,enhances the social space and cultural value of traditional cultural brands,and drives the development of digital cultural and creative industries.

Impacts of Organizational Culture on the Practice of Management

Organizational culture has received increasing attention in recent years both from academics and practioners. Many researchers have confirmed the influence of values on management theories. Barney regards organizational culture as a significant element in creating and implementing the best strategy for competitive advantage. Every thing has pros and cons, organization culture is no exception, and problems caused by organizational culture must be recognized as well, such as barriers to mergers and acquisitions.

Wuyutai:a Brand Name with Cultural Richness

For Wuyutai,the year 2009 bears on special importance.In this year,the century-old tea brand name won many honors such as China’s top100franchised businesses and China’s 60 most famous brands in the 60 years of new China.The company’s great success should be owed to its brand with cultural richness.

Snow Lotus performed first show to highlight cultural self-confidence of domestic brands

On the evening of September 22nd,at the opening ceremony of 2017 Beijing Fashion Week,＂Snow Lotus＂,the domestic first cashmere clothing brand,hold＂Snow-Lotus 18/19 A/W Cashmere Knitting Trends＂at Ancestral Temple of People＇s Cultural Palace,which was the first show of the fashion week.More than 500 people attended the opening ceremony and fashion trends press conference.

新媒体技术下“耳朵眼”品牌创新设计与推广研究

目的 “耳朵眼”品牌是天津民俗文化品牌的代表之一,也号称“天津三绝”的美食之一,其酥脆娇嫩的外皮、香甜细腻的口感赢得了广大群众的喜爱。在互联网、新媒体高度发展的今天,对新媒体技术下的“耳朵眼”品牌进行创新设计与推广研究,有利于促进“耳朵眼”品牌的传承与发展,展现民俗文化的品牌价值。方法 通过对“耳朵眼”品牌的开发进行调研,分析“耳朵眼”品牌所拥有的民俗文化优势,发现“耳朵眼”品牌在借助新媒体技术过程中所存在的不足,由此制定在新媒体技术背景下“耳朵眼”品牌的创新设计和推广方案。结果 针对“耳朵眼”品牌形象的不足进行设计升级,建立全新的品牌形象,通过标志设计、辅助图形、数字绘画、场景海报、物料包装等方式,展示出“耳朵眼”品牌背后丰厚的历史文化内涵。借助新媒体技术在多媒体平台广泛传播的优势,尝试通过品牌跨界营销、社交媒体运用、打造线上平台、开设特色快闪门店等方式刺激线上与线下的双线营销,扩大品牌推广效力,为民俗文化品牌现代化发展提供新的发展模式。结论 验证“耳朵眼”品牌在新媒体技术下的创新设计和推广的可行性,有利于传统民俗文化品牌的传播,让百年技艺和工匠精神传承下去。

老字号品牌文化记忆的叙事性视觉再生设计研究

在当今社会,消费结构和理念正在经历深刻变革,老字号品牌文化记忆因未被转化为可满足现代传播需求的形式,亟需有效激活其再生价值并提升品牌效应。深入分析老字号品牌文化记忆内涵及当代传承状况,探究叙事性视觉再生设计方法体系和当代叙事性传播模式,提出将老字号品牌的文化记忆与叙事性视觉设计相结合的创新理念。进一步探索品牌年轻化、数字化、多维化的视觉再生设计策略,为老字号品牌的复兴和形象升级提供切实可行的设计思路。

“文化+科技”发展下泰州地区旅游项目设计分析

文化与旅游产业融合发展已经成为必然趋势,科技是文旅融合发展的联接手段,科学技术的创新运用能够为文化和旅游融合发展赋予新能量,促进文旅融合发展。立足泰州地方经济发展,对泰州区域内有代表性的旅游景区、景点进行实证调查研究,为泰州地区旅游景区、景点运用高新技术实现文化与旅游深度融合发展提出可操作性建议,使泰州的历史文化资源得到更加充分的利用和发扬传承,促进泰州文化旅游经济的进一步发展。

文化基因视域下区域农产品品牌视觉形象设计

随着国家对乡村振兴事业的进一步扶持,区域农产品品牌化已成为必然趋势。针对现阶段区域农产品品牌视觉形象良莠不齐、同质化严重的现状,探索文化基因视域下区域农产品品牌视觉形象的设计原则与设计策略,旨在通过地域文化赋能品牌的方式打造差异化定位,为其创意设计及其延展提供源源不断的设计动力;层次分析法的介入可以通过为创意设计提供量化依据,来克服传统方案在择优过程中的绝对主观性,从而减少品牌的试错成本。

江南的自我:旗营文化空间与三多的身份认同

1650年,杭州城西落成八旗驻防营地,此举将杭州城市空间一分为二,旗人与民人则处于半隔离的社会生活状态。但在杭州旗营建设、毁灭和重建的三个阶段之间,双方始终保持着不同程度的文化交流。随着文化涵化过程的深入、驻防政策的改变及城市创伤记忆的驱动,杭州旗人逐渐发生地方化转化,显现出江南地区的身份认同,并形成了修史编志的自觉意识。正是在此背景下,杭州蒙古旗人三多立志于旗营掌故的整理,并对江南旗人的身份建构展开了思考。三多通过其组诗《柳营谣》,以文学的方式将杭州旗营的历史片段重构为一方文武兼备的文化空间,这不仅是对杭州旗营文化溯源的一次尝试,也体现了其在多元文化的浑融中,凭借特殊的旗人身份和普遍的江南文化所产生的独特的自我意识。值得注意的是,考察三多出任库伦办事大臣前后的文学作品,可以发现三多仍抱持着以“江南”为中心的文化视角审视蒙地风物,呈现出明显的“他者化”的文学叙事,这说明空间转移和文化记忆让三多最根本的身份认同意识回归到了“江南”,可谓近代中国民族交融和文化互动的典型例证。

中国传统文化在国潮服饰的设计应用研究

文章从国潮服饰的设计角度出发,探讨了中国传统文化在服饰设计中的应用。通过分析国潮服饰的发展历程、特点以及中国传统文化的内涵,得出了中国传统文化在国潮服饰设计中的重要性,并提出了相关的设计方法和策略。国潮服饰立足于传统文化,并将传统文化传递给大众。国潮品牌的成功崛起不仅让设计者看到了传统文化与品牌设计融合的希望,也极大增强了人们对民族文化的自信。中华优秀传统文化在国潮服饰设计中具有重要的价值和意义,其独特的魅力和文化内涵为现代服饰设计注入了新的活力,提供了无限的创意灵感。