Research On The Application Of Silk Road Culture In The Brand Building Of SRDICE

SRDICE is based on the Dunhuang culture and builds a platform for cultural exchanges between countries along the Silk Road.In addition to exhibiting the Dunhuang culture,SRDICE also gathered the cultures of the countries and regions along the Silk Road,and it presented the heavy Silk Road culture in front of people in the form of originality,innovation,etc.Silk Road culture has poured brand cultural connotation and enhanced the brand influence for SRDICE.From the perspective of cultural communication and the application in Silk Road Culture as the starting point,this article will use interviews and questionnaires to explore the public's awareness of SRDICE,SRDICE brand and Silk Road culture,and apply CIS theory to analyzes the status quo of applying Silk Road Culture in the brand building process of SRDICE,and then summarizes the problems of its application process and proposes subsequent application strategies.This study is divided into seven chapters: The first chapter analyzes the current situation of its brand building starting with the SRDICE,and then puts forward the policy opportunities for its brand promotion and the natural advantages of the silk road cultural accumulation.Subsequently,the existing challenges were identified by means of investigations;The second chapter discusses that the silk road culture is a unique material treasure house for the brand building and promotion of the SRDICE by analyzing the past life,characteristics,connotation and dissemination of the silk road culture.The third chapter discusses the nourishment of dunhuang culture to the brand of the SRDICE,the application value of silk road culture in the brand of the SRDICE,and puts forward the importance of silk road culture to the brand building of the SRDICE.The fourths chapter、the fifths and the sixths chapter discuss the application of silk road culture in the process of brand building from the perspective of brand concept,brand behavior and brand vision from the perspective of CIS theory.It analyzed that the brand concept of "silk road culture plus multi-industry" can help the brand to enhance its influence and go international,but the application of silk road culture in multi-industry needs innovation and the help of technology;From the brand behavior,it concluded that the brand of the SRDICE has no obvious effect on external communication,and its influence is limited to the weak local and foreign influence.In terms of communication content,the essence of silk road culture should be further explored.It concluded from the brand vision that the silk road culture is rich in color,but the presentation of brand vision needs to be expanded,and more vigorous cultural elements of the silk road need to be deeply explored to make the brand vision more impact.The seventh chapter,based on the previous chapters,summarizes the problems of the application of silk road culture in the brand building of dunhuang culture and science fair,it analyzes the causes of the problems,and then puts forward the way of the application of silk road culture.This study holds that the silk road culture,as an excellent traditional culture of China,can effectively and quickly arouse the resonance and recognition of countries and regions along the silk road due to its cultural particularity.As the cultural exchange platform of the silk road,applying the cultural innovation of the silk road to the projects of the SRDICE will help increase its brand connotation and enhance its international influence.At the same time,it can through cultural exchanges to promote the development of various regions,which is conducive to the implementation of the "One Belt And One Road" initiative.In addition,the world-renowned platform of the SRDICE will spread Chinese culture and help to realize the revival of traditional Chinese culture.