{"title":"中国历史文化中的时尚系统与符号生产:中国品牌的全球创造与管理","authors":"Zhiyan Wu, Janet Borgerson, J. Schroeder","doi":"10.2139/ssrn.1800342","DOIUrl":null,"url":null,"abstract":"Global market trends move toward increasing global cultural convergence and, at the same time, a need for local cultural differentiation. To address these contradictory forces, the research investigates processes and practices of marketers and consumers in three related cases: Jay Chou (a well-known Chinese music artist); the Beijing Olympics opening ceremony; and Shanghai Tang (a global fashion brand). The studies reveal strategic processes and mechanisms involved in the creation of a series of texts and codes from Chinese cultural resources. The theoretical and practical significance of studying historical culture, fashion systems and integrating current branding theories in a more holistic manner contributes a new approach to apparent contradictions that clearly must be dealt with simultaneously.","PeriodicalId":269853,"journal":{"name":"MKTG: Branding & Brand Management (Topic)","volume":null,"pages":null},"PeriodicalIF":0.0000,"publicationDate":"2011-03-31","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":"0","resultStr":"{\"title\":\"Fashion Systems and Symbolic Production from Historical Chinese Culture: Creating and Managing Global Chinese Brands\",\"authors\":\"Zhiyan Wu, Janet Borgerson, J. Schroeder\",\"doi\":\"10.2139/ssrn.1800342\",\"DOIUrl\":null,\"url\":null,\"abstract\":\"Global market trends move toward increasing global cultural convergence and, at the same time, a need for local cultural differentiation. To address these contradictory forces, the research investigates processes and practices of marketers and consumers in three related cases: Jay Chou (a well-known Chinese music artist); the Beijing Olympics opening ceremony; and Shanghai Tang (a global fashion brand). The studies reveal strategic processes and mechanisms involved in the creation of a series of texts and codes from Chinese cultural resources. The theoretical and practical significance of studying historical culture, fashion systems and integrating current branding theories in a more holistic manner contributes a new approach to apparent contradictions that clearly must be dealt with simultaneously.\",\"PeriodicalId\":269853,\"journal\":{\"name\":\"MKTG: Branding & Brand Management (Topic)\",\"volume\":null,\"pages\":null},\"PeriodicalIF\":0.0000,\"publicationDate\":\"2011-03-31\",\"publicationTypes\":\"Journal Article\",\"fieldsOfStudy\":null,\"isOpenAccess\":false,\"openAccessPdf\":\"\",\"citationCount\":\"0\",\"resultStr\":null,\"platform\":\"Semanticscholar\",\"paperid\":null,\"PeriodicalName\":\"MKTG: Branding & Brand Management (Topic)\",\"FirstCategoryId\":\"1085\",\"ListUrlMain\":\"https://doi.org/10.2139/ssrn.1800342\",\"RegionNum\":0,\"RegionCategory\":null,\"ArticlePicture\":[],\"TitleCN\":null,\"AbstractTextCN\":null,\"PMCID\":null,\"EPubDate\":\"\",\"PubModel\":\"\",\"JCR\":\"\",\"JCRName\":\"\",\"Score\":null,\"Total\":0}","platform":"Semanticscholar","paperid":null,"PeriodicalName":"MKTG: Branding & Brand Management (Topic)","FirstCategoryId":"1085","ListUrlMain":"https://doi.org/10.2139/ssrn.1800342","RegionNum":0,"RegionCategory":null,"ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":null,"EPubDate":"","PubModel":"","JCR":"","JCRName":"","Score":null,"Total":0}
Fashion Systems and Symbolic Production from Historical Chinese Culture: Creating and Managing Global Chinese Brands
Global market trends move toward increasing global cultural convergence and, at the same time, a need for local cultural differentiation. To address these contradictory forces, the research investigates processes and practices of marketers and consumers in three related cases: Jay Chou (a well-known Chinese music artist); the Beijing Olympics opening ceremony; and Shanghai Tang (a global fashion brand). The studies reveal strategic processes and mechanisms involved in the creation of a series of texts and codes from Chinese cultural resources. The theoretical and practical significance of studying historical culture, fashion systems and integrating current branding theories in a more holistic manner contributes a new approach to apparent contradictions that clearly must be dealt with simultaneously.