| In recent years,as an emerging industry which integrating the forestry,tourism industry and health industry,the forest therapy industry has been widely concerned by the society and supported by government policies.However the forest therapy industry has drawn more and more attention,nowadays the China's forest therapy industry is still in the initial stage of development,and the awareness of forest therapy branding is neglected,which leads to the low public awareness of forest therapy.It's not beneficial to the development of forest health.The construction of forest therapy brand play an important role in enhancing the influence of forest therapy and promoting the development of forest therapy industry.The key point of designing a successful forest therapy brand should pay attention to the brand differentiation.Integrating regional culture into forest therapy branding is an effective way to built the brand identity.At present,the research on forest therapy branding theory is limited,based on this background,this paper aim to analyzing the principles and methods of forest therapy branding from the perspective of regional culture,and takes Renzushan Mountain as an example,branding Renzushan Mountain Forest Therapy.First,this paper analyzes the current status of forest therapy brand in China,summarizes the major problems,and identify the value of regional culture for forest therapy branding.Then,through the theory of semiotics,take the characteristics of forest therapy into account,summing up basic principles and methods of forest therapy branding from the perspective of regional culture for the first time.Finally,through the research of the regional culture of Renzu Mountain,designing the Renzu Mountain Forest Therapy brand,innovatively put forward the "three-level system strategy" and "three-level promotion strategy" to enhance the influence of Renzu Mountain Forest Therapy brand,provide methods and reference for the other forest therapy brand in China. |
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