Research On Brand Image Formation Strategy Of Tunxi Old Street From The Perspective Of Cultural Semiotics

The development of historical and cultural blocks has occupied an increasingly important position in the field of tourism development in recent years.The diversification of travel methods and the multifaceted economic forms of people have prompted people’s tourism needs to gradually shift to the pursuit of symbolic cultural tourism.The historical block is not only a record of a period of history and a humane,but also a record of symbols.The symbols that represent the characteristic culture of the old street also constitute the solid connotation of culture.Symbolic meaning.In today’s society,it can be said that whoever has a rich cultural symbol has a sustainable ecological economy.In the market environment where more and more people are robbing tourism resources,it is becoming more urgent to grasp and play the tourism resources with distinctive symbols..Tunxi Old Street is an ancient historical and cultural block with a relatively complete preservation and a "Song City" style.It is one of the national historical and cultural protection blocks.There is a growing gap between other levels of ancient streets.Therefore,establishing and establishing the brand image of Tunxi Old Street and enhancing its popularity and reputation are of great positive significance for the development of Tunxi Old Street.This article takes Tunxi Old Street as the research object,and takes the brand image of Tunxi Old Street as the research content.It aims to promote the improvement of the brand image of Tunxi Old Street through the construction and marketing of the "Hui Culture" symbol.This article takes cultural semiotics theory and brand image theory as the theoretical guidance,and uses literature research methods,questionnaire survey methods,field survey methods,analysis and inductive methods to explore the problems and countermeasures of the symbol construction and marketing of Tunxi Old Street.In order to understand the status quo of establishing the brand image of Taitunxi Old Street and the status quo of cultural symbol construction,this article conducted a questionnaire survey and field interviews with local residents and foreign tourists of Tunxi Old Street.It was found that at present,Tunxi Old Street has the problems of weak brand value extension,lack of brand integration ability,low tourism image influence ability and low cultural marketization in the establishment of cultural symbols.There is a certain restrictive effect on the influence of the influence,and it also affects the shaping of the brand image ofTunxi Old Street.In response to these problems,this paper puts forward the promotion strategies of positioning development focusing on the symbolic characteristics of "Hui Culture",integrating the scale of tourism demand and the energy of economic symbols,strengthening the memory of brand symbol recognition,and establishing new brand space patterns.It is hoped that this article can provide some reference and suggestions for the construction of characteristic cultural symbols in Tunxi Old Street and the enhancement of its brand image.