Study On Brand Resonance Based On Cultural Integration And Innovation

This paper takes HUANYI International Travel Agency as case study object,using a Structed-Practical-Situational(SPS)case study approach,to explore the company extend to C in the B2 B mode,how to trigger the end customers’ brand resonance.The solution of the problem is divided into two sub problems,The first problem is the formation process of brand culture expression of new product based on cultural integration and innovation in B2B2 C mode;The second problem is the process of new product brand culture expression lead to customer’s resonance.For the first sub-problem,the formation process of new product brand culture expression,which through drawing lessons from the Taoist Yin-Yang thinking,opening the“black box”of new product brand cultural expression forming process when B2 B firm face new market of customers.find that through cultural integration(named it as Yang),traditional B2 B local travel agency can achieve the market culture transformation from the domestic tour wholesaler to the terminal tourists;through cultural innovation(named it as Yin),they also achieved the customers perceived value transition from universality to uniqueness,which constructed a mutual rooting of Yin-Yang relation,between them of Yin in Yang,Yang in Yin,they attached to each other and mutual transformation rising spiral.The logic of cultural integration is "seeking common" which can be done four steps as “ enter the new target market ”,“compressed by the new market product culture”,“new market cultural integration” and“new market product culture application”.While the logic of cultural innovation is "retain difference" which can be done another four steps as “identification of the mainstream culture”,“identify new opportunities ideology”,“acquisition and adaptation of source material” and“ raising different ideas from the dominant culture ”.The method of interaction between cultural integration and cultural innovation is unity of opposites,interdependence,growth and decline,conversion/ transformation.Finally,Shaped the three part of new product’s culturalexpression which is composed of ideology,myth and cultural code.ideology is “Distinctive,Unique,Leading the trend ”;myth is “Inspiration stimulation,Life enlightenment,Go heart experience”;cultural code is “Rome Coliseum,Statue of David such cultural heritages and world famous brand”.For the second sub-problem,the process of the end customers’ new product brand resonance regards the cultural expression of the new product as the medium between the enterprise and the customer.The starting point of the resonance process is the contact point between the customers and the brand,the end point is customers’ brand resonance.Customers’ brand resonance is a two-way process,which is composed by two paths that is a top-down process(from company to customers,with the path a)and is a bottom-up process(from customers to company,with the path b),in which drives called market mechanism,barriers called threshold mechanism.The path a is from the customers’ perspective to explore the mechanism of resonance,its market mechanism is needs,the customers’ needs is divided into self-continuous,self-promotion,self-unique,the threshold mechanism is internalization,which required customers’ involvement.The path b is from the company’s perspective to explore the mechanism of resonance,its market mechanism is supply,this kind of supply is passed to the customers through the cultural expression of the new product brand,so that the customers’ perception of the identity of the brand is as follows: identity-similarity,identity-prestige,identity-distinctiveness.the threshold mechanism is explicit,which required company’s involvement.On the one hand,the result of this study hopes to make up the lack of cultural integration and cultural innovation theory when company in the B2 B mode,which extend to C.On the other hand this paper hopes to give the two attributes of Yin and Yang,action and effect of the theory in the background.At the same time,It also hopes to make up for the lack of theories in the customer brand resonance,that has strong theoretical and practical significance.