中文摘要：

本文以环意国际旅行社为研究对象,借鉴道家阴阳思想,研究企业在B2B2C模式下构建新产品品牌文化表述的＂黑箱＂。结果发现,企业可以通过文化融合（用＂阳＂表示）和文化创新（用＂阴＂表示）来进行新产品品牌文化表述的构建：文化融合的逻辑是＂求同＂,通过进入新目标市场、受压于新市场产品文化、融合新市场文化和运用新市场产品文化四个步骤来完成;而文化创新的逻辑是＂存异＂,通过识别主流文化、挖掘新意识形态机遇、采集并改编原始素材、提出与主流文化不同的观念四个步骤来完成。文化融合和文化创新之间的作用方式是对立、互根、消长、转化。最后,新产品品牌文化表述的意识形态、神话和文化密码三部分的具体内容分别是＂与众不同、唯一性、引领潮流＂＂灵感激发、人生启迪、走心体验＂＂人文景观、文化遗产和世界名牌＂。希望研究结果不但能弥补企业在B2B模式下向C扩展时文化融合和文化创新理论的不足,而且能给出此背景下两个理论的阴阳属性、相互作用方式以及作用结果,有较强的理论与实践意义。

英文摘要：

This paper takes HUANYI International Travel Agency as case study object,from the Taoist Yin-Yang thinking to research the ＂black box＂of new product brand cultural expression forming process when B2B firm faces new market of consumer.The results find that enterprise can construct new product brand cultural expression through cultural integration（we named it Yang）,and cultural innovation（we named it Yin）.The logic of cultural integration is ＂seeking common ground＂which can be achieved through four steps of＂entering the new target market＂,＂immersing in the new market product culture＂,＂integrating new market cultural integration＂and＂applying new market product culture＂.The logic of cultural innovation is＂reserving differences＂,which can be achieved in another four steps of＂identification of the mainstream culture＂,＂tapping new ideology opportunities＂,＂acquisition and adaptation of source material＂and ＂raising different ideas from the dominant culture＂.The interaction between cultural integration and cultural innovation can be described as contradiction,interdependence,growth and decline,and conversion and transformation.Through this process,cultural expression of new products brand is composed of ideology,myth and cultural code which refer to＂unusual,uniqueness and trend＂,＂inspiration stimulation,life enlightenment,heartfelt experience＂and＂humanity landscapes,cultural heritages and world famous brands＂.The research findings complement theories on cultural integration and innovation in the context of enterprises expanding to C in the B2 Bbusiness model,and also delineate the Yin and Yang properties,and the ways and effect of interaction between the two theories,which provides theoretical and practical reference.