"Yang Jizhou Acupuncture" Brand Research

This thesis aims to study on the Brand Yang Jizhou Acupuncture-Moxibustion through literature research method and survey research method,combined with brand theory and communication theory.Through historical literatures,the study fully understands the history of Yang Jizhou Acupuncture-Moxibustion.On this basis,the research investigates the development situation.From the perspective of TCM culture,the thesis mainly analyzes the rich TCM cultural connotation of Yang Jizhou Acupuncture-Moxibustion,taking which as the key point to build a comprehensive TCM brand with regional characteristics through integrating the resource advantages in all aspects in Qujiang.Lastly,the study discusses brand heritage and brand communication of Yang Jizhou Acupuncture-Moxibustion both home and abroad.The study is one of the staged achievements of the Major Project of National Social Science Foundation of China(NO.16ZDA234)and China(Qujiang)Experimental Area for the Inheritance and Innovation of Traditional Chinese Acupuncture-Moxibustion(project of China Center for International Economic Exchanges).1 ObjectivesTo fully recognize the history of Yang Jizhou Acupuncture-Moxibustion through historical literature.To summarize and analyze the present development situation of Yang Jizhou Acupuncture-Moxibustion through investigations.To solve the problem of building the Brand Yang Jizhou Acupuncture-Moxibustion with CIS theory.To study on band heritage of Yang Jizhou Acupuncture-Moxibustion combined with the characteristics of TCM inheritance.To find the way of spreading the Brand Yang Jizhou Acupuncture-Moxibustion both home and abroad with communication theory.2 MethodsSurvey Research MethodThis method mainly includes conferences and expert interviews and field observations.The conference survey recorded important meetings in the process of the project implementation,so as to accurately grasp the direction of this research.The main objects involved in Interview method are government officials,hospital leadership,project managers and experts.They participate in the brand construction process,so the author can timely obtain firsthand material through the interview.Field investigation method is mainly used to conduct field observation and research on Yang Jizhou’s hometown,Qujiang TCM hospital and other places related to this study,so as to obtain more direct and vivid information.Literature Research MethodThrough this method,the study determines the scope of the books involved in the research,including the medical books written or compiled by Yang Jizhou,like Compendium of Acupuncture and Moxibustion,important acupuncture literatures of traditional Chinese medicine of past ages,local chronicles,as well as other related historical materials.3 ResultsIt is found that under the influence of family background,medical learning experience,clinical practice and ithos,Yang Jizhou Acupuncture-Moxibustion was formed.Compared with other acupuncturists,Yang’s innovation reflected in two aspects,theoretical innovation and innovation of techniques,which were inherited through Yang’s book The Compendium of Acupuncture and Moxibustion.There are still historical remains in Yang’s hometown,Qujiang district of Quzhou,Zhejiang.This TCM resource is one of the most significant tags of Qujiang with geographical features,which is of great brand value.Therefore,the Brand Yang Jizhou Acupuncture-Moxibustion has solid foundation of TCM culture.It is found that the development of Yang Jizhou Acupuncture-Moxibustion at present faces both the internal advantages and disadvantages and the external opportunities and challenges after analyzing the survey results through conferences,interviews and field research with SWOT Analysis.The strengths include historical and cultural resources,TCM resource and regional advantage.The weaknesses include Inheritance and dissemination difficulties,low popularity and poor brand construction.The opportunities include international situation,national strategy and local policy.And the challenges include international recognition and influence of the similar brand.The above situations should be fully understood in the process of brand building.Through CIS theory,the brand building process was accomplished through three systems so that to manifest the spiritual culture,behavior culture and material culture of Yang Jizhou Acupuncture-Moxibustion.In the inner Mind Identity System,the core value,development idea,development goal and slogan were explored.In the middle Behavior Identity System,the purpose was to realize the Mind Identity System through exploring the features of the brand from the practical level.In the outer Visual Identity System,the image system was completed in order to make it a comprehensive three-dimensional culture brand of TCM.For brand heritage,the content mainly includes the theories,techniques and culture of Yang Jizhou Acupuncture-Moxibustion.The inheritance methods involves academic research,learning from masters,academic conference,inheritance platform building,etc.At the same time,combination of inheritance and development is also important.The inheritance of Yang Jizhou Acupuncture-Moxibustion is the prerequisite and foundation of spreading the Brand Yang Jizhou Acupuncture-Moxibustion.The propagation path can be divided into two aspects,domestic and foreign.For the domestic transmission of the brand,TCM culture popularization is emphasized in order to boost the Chinese traditional culture heritage.For foreign communication,we should deal with the problem of cultural identity and aim to make Chinese culture go out.4 ConclusionYang Jizhou Acupuncture-Moxibustion has a long history and is rich in cultural connotation.Its main features are Yang’s acupuncture theories and techniques,which are the most significant TCM cultural resource of Qujiang.Qujiang takes advantage of local resources ofTCM integrated with various resources to develop the Brand Yang Jizhou Acupuncture-Moxibustion,which is imperative as a cultural brand of TCM.This brand is considered as the entry point to the development of health industry.When building the brand,the key points are the mind identity system,behavior identity system and visual identity system.Seen from the whole development process,Yang Jizhou Acupuncture-Moxibustion is the core of the brand,and TCM culture of the brand then extend to several industries,including the cultural industry,industry of traditional Chinese medicine,conference&exhibition industry,healthy agricultre industry and so on.Based on the above industries,the related products are derived,forming a system to connect with various resources in Qujiang.On this basis,the brand faces unprecedented opportunities to spread home and abroad,making the Brand Yang Jizhou Acupuncture-Moxibustion go out of the Qujiang towards the nation and the world.