Exploration of Cultural Brand Construction Path in Tunpu in Guizhou Based on Prototype Theory
Culture drives innovation,brand leads strategy.As an important part of traditional Chinese culture,Guizhou Tunpu culture has a rich history and unique regional characteristics.However,due to the lack of effective brand building,the value and influence of Tunpu culture has not been fully utilized.Based on the prototype theory,this paper uses semi—structured interviews to conduct field research,ana-lyzes the current situation of Tunpu cultural brand construction through grounded theory,and discusses the path of Tunpu cultural brand construction.Combined with the relevant concepts of prototype theory,three key steps of Tunpu cultural brand construction are proposed,including prototype resource identifica-tion,prototype resource transformation,and prototype transformation effectiveness testing.In order to realize the great grand plan of Tunpu cultural dissemination and inheritance through the construction of Tunpu cultural brand.
prototype theoryTunpu culturegrounded theorycultural brand building
万方数据
维普
