The Excavation And Construction Of The Cultural Elements Of The Academy

Academy is a historical cultural symbol.It is the education base of the Chinese cultural heritage.It is a blend of all the cultural essence.At the same time it can become a witness of the historical and cultural.It is the most representative city business card.Characteristics is the foundation of college survival.It is the soul of the brand characteristics.Brand culture elements to building a successful college brand must start from the brand digging its own cultural elements.Follow the principle of variation principle,the principle of quality,personalized,compatibility,such as principles,refining and sublimation.Combined with the integration of ascension,restoring history,in situ enrichment,adjust measures to local conditions directly form,theme lines,short-term performance,etc.Shape distinctive brand image for the academy.This paper used the brand culture,brand culture construction theory,the field observation,depth interview and other research methods.Take Hunan Changsha "Yuelu Academy" as the successful cases,analysis its brand culture construction strategy,its brand culture elements and draw lessons from success.Analysis brand culture elements and the brand culture elements integration of "Dongpo Academy ".And give some suggestions which can be implemented.It will become a strong building culture of local characteristics tourism scenic area.Make it become the real representative city business card of Danzhou.The paper is divided into five chapters.The first chapter is the introduction of the research background,the research significance,the research method,the research idea and the research design.The second chapter is the review of the research theory,relevant concepts and related case studies at home and abroad.The third chapter mainly discusses the Yuelu Academy brand development present situation,problems and the necessity and feasibility analysis of cultural elements mining,mining and summary for the academy's brand culture.The fourth chapter is the analysis of the brand cultural elements and the building principle of the brand culture elements of the Yuelu Academy as a successful case.The fifth chapter is the author compares the cultural elements of the Yuelu Academy and Yuelu Academy.And puts forward the suggestion of building the cultural elements of Dongpo Academy.