Research On Traditional Industry’s Modes Of Brand Communication In Postindustrial Society

The choice of changing to cultural creativity road is the need for social environment transition. Also, it’s a way to save China’s traditional industries. As the core character in Post-industry society’s economy, knowledge’s dominant position makes itself to be "cultural capital", which has already been a society’s new economic resource. Our traditional industries, the non-knowledge-intensive industries, have to change the status quo to get new development:lowing in cultural content, lacking of innovation, While, the road of cultural creativity is the right way!The ultimate goal of this transition is to gain "symbolic value" of brand, but companies must consider two paths:First, quantitative change, a way to optimize original industrial properties using doing addition; Second, qualitative change, according to self-born creativity, companies transform to cultural industry completely. So, based on these, this article proposes two different brand communication modes:"culture addition" mode and "culture transformation" mode. The former focuses on "add", through integrating some cultural elements, to achieve effect "A+B>AB" in the premise of no change in original industrial properties, the latter focuses on transforming original industrial properties totally to be knowledge-intensive industries, so, innovation becomes companies’inner power, this way can achieve the effect of "A+B=C".