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...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.展开更多
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 ...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.展开更多
the issues on space design of commercial stores are the main social problems that people put forward to enjoy life after the development of the national market economy in recent period. Because of the restriction of s...the issues on space design of commercial stores are the main social problems that people put forward to enjoy life after the development of the national market economy in recent period. Because of the restriction of space structure and brand culture, the design rules of commercial stores＇ space have made changes of times. Taking consumers as the main body, the space of commercial stores has gradually focused on humanization and characterization.展开更多
Facebook has changed the way customers interact with brands and their expectations toward corporate communication. Creating brand stories has always been one of the most powerful marketing tools, but in digital media ...Facebook has changed the way customers interact with brands and their expectations toward corporate communication. Creating brand stories has always been one of the most powerful marketing tools, but in digital media the story is fragmented; it is distributed through different media platforms(social media, corporate websites, blogs, etc.) and comes in different forms—images, video, text. As the news feed is constantly changing and overloaded with information, customers tend to pay more attention to messages which are relevant, easy to understand with clear visual representation, and which are valuable enough to be shared. That is why images are an essential part of online corporate communication, and communication experts use semiotic approaches to analyse the visual language of their brand and to create a digital brand mythology.展开更多
基金Sponsored by Key Projects of National Social Sciences Fund(12&ZD024)"985-III"Overall Promotion of Social Science Research Program of Fudan University(2012SHKXYB002)National Natural Science Fund(71373054,71073029)
文摘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.
文摘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.
文摘the issues on space design of commercial stores are the main social problems that people put forward to enjoy life after the development of the national market economy in recent period. Because of the restriction of space structure and brand culture, the design rules of commercial stores＇ space have made changes of times. Taking consumers as the main body, the space of commercial stores has gradually focused on humanization and characterization.
文摘Facebook has changed the way customers interact with brands and their expectations toward corporate communication. Creating brand stories has always been one of the most powerful marketing tools, but in digital media the story is fragmented; it is distributed through different media platforms(social media, corporate websites, blogs, etc.) and comes in different forms—images, video, text. As the news feed is constantly changing and overloaded with information, customers tend to pay more attention to messages which are relevant, easy to understand with clear visual representation, and which are valuable enough to be shared. That is why images are an essential part of online corporate communication, and communication experts use semiotic approaches to analyse the visual language of their brand and to create a digital brand mythology.
