Research on the Sustainable Development of National Brands from the Perspective of Cultural Memory Theory——A Case Study of"Chinese She Villages"in Jingning
Research on the Sustainable Development of National Brands from the Perspective of Cultural Memory Theory——A Case Study of"Chinese She Villages"in Jingning
Brand is the main representation of semiotics in the economic field.Cultural memory has the initial brand identity and is also a system of symbols.The six characteristics of cultural memory in the process of inheritance are similar and intersecting with the five dimensions of the brand based on the agency's agency in terms of occurrence mechanism and construction principle.Cultural memory obtains the group identity of the nation through the construction of the internal cohesion and external recognition of the subject,and the national brand strengthens the memory,highlights the symbols and constructs the image through the initiative and subjective initiative of the subject.Based on the theory of cultural memory,this paper deeply considers the sustainable development of national brands,explores the intertextual dialogue between national cultural memory and Jingning's"Chinese She Villages"brand,and develops the brand recognition and communication of"Chinese She Villages"based on sustainable development.
关键词
民族品牌/文化记忆/品牌主体自觉/可持续发展/中国畲乡
Key words
national brand/cultural memory/brand consciousness/sustainable development/Chinese She Villages
万方数据