The purpose of the study is to explore the inheritance and innovation value of Chinese Mount Tai·Guotuo Min'an brand image in tourism clothing.Through the method of literature review and case analysis,the theory and practice of brand image,Chinese Mount Tai·Guotuo Min'an brand image,and the relationship between inheritance and innovation are studied.The study finds that Chinese Mount Tai,as a local brand with a long history and a unique cultural background,has an important inheritance value in tourism clothing.At the same time,through the analysis of the past and the latest design cases of tourism clothing,it is found that there is also an innovation space and opportunity for the brand image of Chinese Mount Tai·Guotai Min'an in the tourism clothing.In view of the inheritance and innovation of the brand image of Chinese Mount Tai·Guotai Min'an in tourism clothing,corresponding marketing strategies are put forward,including brand positioning and target group analysis,communication channels and promotion strategies,and the maintenance and management of brand image.The study has certain theoretical and practical significance for further developing the inheritance and innovation of the brand image of Chinese Mount Tai·Guotai Min'an in the field of tourism clothing.
关键词
中华泰山·国泰民安/品牌形象/旅游服装/传承/创新
Key words
Chinese Mount Tai·Guotai Min'an/brand image/tourism clothing/inheritance/innovation
维普
万方数据