{"title":"Fashion Systems and Symbolic Production from Historical Chinese Culture: Creating and Managing Global Chinese Brands","authors":"Zhiyan Wu, Janet Borgerson, J. Schroeder","doi":"10.2139/ssrn.1800342","DOIUrl":null,"url":null,"abstract":"Global market trends move toward increasing global cultural convergence and, at the same time, a need for local cultural differentiation. To address these contradictory forces, the research investigates processes and practices of marketers and consumers in three related cases: Jay Chou (a well-known Chinese music artist); the Beijing Olympics opening ceremony; and Shanghai Tang (a global fashion brand). The studies reveal strategic processes and mechanisms involved in the creation of a series of texts and codes from Chinese cultural resources. The theoretical and practical significance of studying historical culture, fashion systems and integrating current branding theories in a more holistic manner contributes a new approach to apparent contradictions that clearly must be dealt with simultaneously.","PeriodicalId":269853,"journal":{"name":"MKTG: Branding & Brand Management (Topic)","volume":null,"pages":null},"PeriodicalIF":0.0000,"publicationDate":"2011-03-31","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":"0","resultStr":null,"platform":"Semanticscholar","paperid":null,"PeriodicalName":"MKTG: Branding & Brand Management (Topic)","FirstCategoryId":"1085","ListUrlMain":"https://doi.org/10.2139/ssrn.1800342","RegionNum":0,"RegionCategory":null,"ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":null,"EPubDate":"","PubModel":"","JCR":"","JCRName":"","Score":null,"Total":0}
引用次数: 0
Abstract
Global market trends move toward increasing global cultural convergence and, at the same time, a need for local cultural differentiation. To address these contradictory forces, the research investigates processes and practices of marketers and consumers in three related cases: Jay Chou (a well-known Chinese music artist); the Beijing Olympics opening ceremony; and Shanghai Tang (a global fashion brand). The studies reveal strategic processes and mechanisms involved in the creation of a series of texts and codes from Chinese cultural resources. The theoretical and practical significance of studying historical culture, fashion systems and integrating current branding theories in a more holistic manner contributes a new approach to apparent contradictions that clearly must be dealt with simultaneously.