Research on Symbolic Communication Strategy of Cultural and Creative Products Derived from Competition—Taking Bing Dwen Dwen as an Example

Abstract

Based on Bing Dwen Dwen, the mascot of 2022 Beijing Winter Olympic Games, as a successful case of symbolic communication of cultural and creative products derived from the competition, this paper begins with the significance of symbolic communication for culture and commerce, inter-prets its specific strategies and puts forward relevant suggestions, in order to provide reference value for the online communication of cultural and creative products derived from other competi-tions.