Comparison Between China And US: Licensed Campus Souvenir

For any university, if the library is the heart of a university, then chartered souvenir is a postcard. By campus culture, licensed souvenir is a big part of cultural products. The development of market economy and network economy provide rare opportunities for the development of souvenirs. As a souvenir has profound cultural implication of special commodity, not only it has the irreplaceable role in the dissemination of campus culture, but also has broad prospects for economic developmentThis paper adopts the method of case study, Jinan University and UCSD as typical case, use the symbol theory, advertising, behavioral economics, comparative analysis from the perspective of the souvenir design, marketing and culture etc. This paper point that, pure and quasi souvenirs include two kinds of souvenirs, design of pure and quasi souvenir. marketing needs to implement different strategies, pure souvenir design should pay attention to the process and the cultural connotation, quasi souvenirs to focus on quality and utility. Souvenir is the essence of campus culture, the campus culture communication has a significant role in promoting.In Sino-US university souvenirs development, marketing, there is a huge difference, this difference reflects the university national culture difference, but also reflects the idea of running a university their, it reflected in the University identity concept, behavior, symbol etc.. The school motto is the core of the souvenir cultural connotation, and the core of university image identity system, school motto reflects the difference between China and the United States in unique culture. And the cultural connotation of the times characteristics of souvenirs are of diversity, cultural connotation and characteristics of the times reflected in American University souvenirs on freedom and democracy, individual character and truth, cultural connotation and characteristics of the times of Chinese University souvenir reflect on morality, unity, truth-seeking. Because of the huge difference of concept system, resulting in two universities in the souvenir development marketing there is a huge difference in behavior of the system and marking system. Application of tolerant attitude towards the differences, learn from each other. The article also analyses the existing souvenir development in our country, puts forward the corresponding proposal.