Design And Promotion Of Li Hou Hu’s IP Image Based On Symbolic Interaction Theory

As the intangible cultural heritage of Shanxi Province,Li Hou tiger has the reputation of "the first tiger in China".However,with the rapid development of society,Li Houhu is more and more distant from modern society and gradually becomes a "symbol".Based on this situation,the author hopes that by relying on new ideas,Li Houhu will be "reborn" and receive more attention from the society.Symbolic interaction theory,also known as symbolic interaction theory,is one of the important theoretical schools in the field of contemporary western sociology.By combing the relationship between the symbolic interaction theory and the IP image of Li Hou Hu,the author summarizes the help of the symbolic interaction theory to the IP image design of Li Hou Hu,and constructs the brand IP image of "tiger and tiger have vitality" from three aspects: role play,role commitment and impression management.Li Houhu culture carries out innovative design in combination with fortune,wealth,longevity,happiness and wealth in China’s auspicious culture,and finally forms a lovely,cheerful and joyful brand IP image of "tiger and tiger are alive".In general,combining the symbolic interaction theory with the IP image design of "tiger and tiger have vitality" brand,we have made innovative research,aiming at building the unique personality brand of lihou tiger,and also providing some theoretical and practical basis for other intangible cultural heritage brands.