A Review on the Creative Transformation and Innovative Development of Excellent Traditional Chinese Culture
As an important carrier of cultural symbols,brand is the application object for achieving the creative transformation and innovative development of excellent traditional Chinese culture,and is also an important subject for better integrating excellent traditional Chinese culture into production and life.In order to understand the current research status of the creative transformation and innovative development of integrating excellent traditional Chinese culture into the construction of self-owned brands,and clarify future research directions,this paper systematically reviews the research literature on the creative transformation and innovative development of excellent traditional Chinese culture.Literature research shows that existing research has mainly focused on the contemporary value of excellent traditional Chinese culture,as well as the profound connotation,strategies,and general forms of social integration of"creative transformation and innovative development".The existing literature has shortages in research perspectives,theoretical support,research methods,etc.,especially lack in-depth research combined with brand construction and communication.In order to better meet consumers'increasing demand for consumption of cultural symbols,enhance cultural emotions and confidence,develop the symbolic value of brand,and assist in building China into a strong brand nation,future literature should continuously deepen research on the creative transformation and innovative development of vigorously promoting self-owned brand construction through excellent traditional Chinese culture in the new era.
excellent traditional Chinese culturecreative transformationinnovative developmentself-owned brandbrand meaningbrand symbol
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