Research On The Path Of Yang's Taijiquan Cultural Brand Building

In the new era,we should strengthen our cultural confidence and promote the prosperity of socialist culture.We will strengthen the protection and utilization of cultural relics and the protection and passing on of cultural heritage.In his report to the 19 th National Congress of the Communist Party of China(CPC),General Secretary Xi advocated to strengthen cultural and people-to-people exchanges with other countries,focusing on China and drawing on others.Yang TAI Chi is a genre of TAI Chi,it created by TAI chi teacher Yang Lu Chan and three generations of the sons of a slow soft,uniform surrounds us,posture,stretch,strength in connotation,the beautiful image of action,and has a simple,unique,novel and chic features of boxing,it has the art value,bodybuilding value,economic value,cultural value,political value.With the improvement of our country's opening to the outside world,our communication with the world continues to expand and deepen,especially the construction of "One Belt And One Road",strengthen the connection between our country and the rest of the world,and facilitate the cultural exchanges between countries.Under this new opportunity,to explore the brand building path of Yang's TAI Chi culture is conducive to the better introduction of Yang's TAI Chi culture to the world,so as to better protect and carry forward our excellent traditional culture of the Chinese nation.The thought of "harmony" in Yang's TAI Chi culture can better convey Chinese culture to the world and show the image of China.This paper analyzes the development history,characteristics and value of Yang's TAI Chi through the method of literature,expert interview and logical analysis.This paper studies the current situation,advantages and disadvantages,opportunities and challenges of Yang's TAI Chi culture brand at home and abroad,and draws the conclusion that Yang's TAI Chi has a history of more than one hundred years,with a simple and simple frame and a rigorous structure.The integrity of the body is characterized by high value.Yang's TAI Chi(Beijing)International Culture Co.,Ltd has been established.The brand name is Yang's TAI Chi.The logo of the brand is designed according to the calligraphy font of Mr.Yang Zhen Duo,and the patent has been applied for.Young's TAI Chi culture brand in foreign countries are mainly distributed in Argentina,Brazil,Bulgaria,Canada,Colombia,Dominican republic,France,Germany,Greece,Italy,Madagascar,Mexico,Peru,Romania,the United States,Britain,Sweden,Switzerland,Uruguay and so on more than 20 countries,there are 37young's 46 school of TAI Chi,TAI Chi center and register the coach more than 300 people,has 2000 members.It has formed a standardized vocational coaching system and a teaching system of "sensible,physical and practical".Young's TAI Chi culture brand is in the stage of formation of the brand,has not been unified brand image,brand positioning is not accurate,brand communication system is not perfect,brand health effect obviously,brand influence is big,has the good international communication environment,international policy support,the rapid development of the sports industry and the need of healthy lifestyle,but the lack of professional management personnel,lack of system planning,by the impact of different cultures,people thinking,alternatives.Yang's TAI Chi cultural brand should combine its own advantages and seize the opportunity to further develop the brand.According to the analysis of the current situation of Yang's TAI Chi cultur al brand,combining with the resources of Yang's TAI Chi cultural brand,we s hould expand the brand positioning of Yang's TAI Chi culture by clarifying the interest positioning,deepening the emotional positioning and strengthening the comparative positioning.With the help of celebrity effect,the use of mascots,t he use of propaganda to establish the brand image;To improve the communicati on system by expanding communication channels,integrating communication re sources,introducing communication talents and expanding the scope of commu nication,deepen the extension of Yang's TAI Chi culture brand,expand the bu siness of Yang's TAI Chi culture brand,and then promote the further develop ment of Yang's TAI Chi culture brand.