文章摘要
基于CIS理论的中医药文化品牌塑造研究
Study on the brand building of traditional Chinese medicine culture based on CIS theory
投稿时间:2021-01-13  修订日期:2021-04-28
DOI:
中文关键词: CIS理论  中医药文化  品牌塑造
英文关键词: CIS theory  TCM culture  brand building
基金项目:浙江中医药大学校级科研基金人才专项(2019SR02)
作者单位邮编
刘珊 浙江中医药大学 310053
朱佳杰 浙江省立同德医院 310012
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中文摘要:
      [目的]基于企业形象识别系统(Corporate Identity System,简称CIS)理论探讨中医药文化品牌塑造的方法与现实意义。[方法]从CIS理论与中医药文化品牌塑造的关系出发,通过分析中医药文化品牌塑造中导入CIS理论的意义,以及结合中医药文化品牌中导入CIS理论的实例—“杨继洲针灸”品牌,来说明中医药文化品牌塑造三个系统的方法及其意义。[结果]探讨中医药文化品牌塑造可突出中医药文化特色,也是传承与传播中医药文化的有效路径。通过分析CIS理论与中医药文化品牌塑造的关系发现,CIS理论是针对企业形象塑造的一种有效方法,在中医药文化品牌的塑造过程中,可借助企业品牌塑造成果,将该理论导入中医药文化品牌的塑造中。[结论]中医药文化品牌是最能体现中国优秀传统文化的一类本土品牌,对中医药文化品牌形象塑造的探索与实践正是建设具有中国特色的 CIS模式,同时打造具有中国特色品牌的实践。
英文摘要:
      [Objective] Discuss the methods and practical significance of TCM culture brand building based on the theory of Corporate Identity System (CIS). [Methods]Based on the relationship between CIS theory and TCM culture brand building, this paper analyzes the significance of introducing CIS theory into TCM brand building, and combines the example of introducing CIS theory into TCM culture brand -- "Yang Jizhou Acupuncture", to illustrate the methods and significance of three systems of TCM culture brand building. [Results]Exploring the brand building of TCM culture can highlight the characteristics of TCM culture and is also an effective way to inherit and spread TCM culture. Through the analysis of the relationship between CIS theory and TCM culture brand building, it is found that CIS theory is an effective method for corporate image building. In the process of TCM culture brand building, the theory can be introduced into the shaping of TCM culture brand with the help of corporate brand building achievements.[Conclusion]TCM cultural brand is a kind of local brand that can best reflect the excellent traditional Chinese culture. The exploration and practice of TCM culture brand building is the practice of building the CIS model with Chinese characteristics and creating brands with Chinese characteristics at the same time.
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