Kunlun Jade Brand Culture Exploration

From the ethnology anthropological perspective, this article will focus on how to endow with the rich cultural connotations for the Kunlun jade, with building brand culture and enhancing brand image. A survey based on the processes of producing and dealing Kunlun jade of Chinghai Kun-yu Industrial Investment Co. Ltd. and South Gate Street, Xining City, by ethnology anthropological in-depth interviews and literature review, try to reveal the Kunlun jade industry development status quo and problems, find the crux of the problem restricting its development, and propose some targeted ethnology characteristics, reasonable countermeasures, setting the Kunlun jade industry brand culture and brand culture image, with reference to other mature jade culture industry cases, combined with the specific factors of the the Kunlun jade cultural background and history, and on the basis of Bourdieu’s theory of cultural capital as well as brand marketing theories.The first chapter is the introduction part, including the thesis topics to research the origin and significance of the topic, the use of theoretical methods and literature review.The second chapter would introduce three aspects of Kunlun jade, including physical properties, by type and resource distribution, description of the objective facts. Kunlun jade is produced from the eastern margin of the Kunlun Mountains in Qinghai Province, mountain material, the same nephrite as Xinjiang nephrite jade, with abundant, species diversity and shiny texture, which is no doubt a rising star in the jade industry.The third chapter describes the Kunlun jade as the industrial development of the existing situation and the problems to Chinghai Kun-yu Industrial Investment Group as well as in South Gate Street, for example. According to the results of field research, the problems exposed in the Kunlun jade industry chain mainly in five areas of the lack of cultural connotation, carving behind, quality variety, poor management and weak propaganda.Chapter four will give feasibility analysis to Kunlun jade industry brand building, including the SWOT theory analysis and reality feasibility analysis. The problems in Kunlun jade industry are obvious, but from another perspective, which means Kunlun jade industry exists space for development, the reasonable organic combination of objective advantages and subjective marketing concept for the problem, with seizing every opportunity of development, the brand building of Kunlun jade is expected to achieveThe fifth chapter is the main part of the article. The fundamental problem of Kunlun jade brand building is the cultural issues, culture is the soul. Symbolic consumption is the mainstream today, consumers are looking for more than just the product itself functional properties, including potential cultural value, aesthetic value, and so on. The Kunlun jade should develop their own cultural characteristics and brand value at the same time, to the fullest possible use of area features cultural resources, while extending cultural outreach, to absorb a variety of outside culture essence, in order to effectively transform cultural resources into economic capital, driving the regional as well as the province’s economic construction.Throughout, the main line of this article is the Kunlun jade brand culture construction, relying on field research data Chinghai Kun-yu Industrial Investment Group as well as the case of South Gate Street, designed to reveal the Kunlun jade stagnation of industrial development, and in accordance with professional knowledge, proposed a reasonable solution, hope to promote the Kunlun jade brand culture, to build a veritable specialty brands in Qinghai Province, as well as add new meaning to the ancient Chinese jade culture.