摘要
"国潮"品牌的出现是代际之间、企业和消费者之间、传统文化与时尚文化之间以及国家之间博弈的产物。在消费社会与后现代主义的语境下,"国潮"产品的本体价值与意义被消解重构,多重文化意涵充斥其中,构筑起意识形态浸淫下的"国潮"产品神话。消费者是品牌赖以生存的前提,对此,"国潮"品牌唯有丰盈文本呈现、深挖国粹精髓与创建文化认同以实现品牌升级,方能在风云变幻的消费市场中引领新的消费风尚。
The emergence of"China Chic"brands is the product of the game between different generations,between enterprises and consumers,between traditional culture and fashion culture,and between countries.In the context of consumer society and post-modernism,the ontological value and significance of"China Chic"products have been decomposed and reconstructed,overflowing with multiple cultural meanings and constructing a myth of"China Chic"products from the perspective of ideology.Consumers are the prerequisite for the survival of the brand.Hence,"China Chic"brands can lead the new consumption fashion in the ever-changing consumer market only by enriching text rendering,digging deep into the essence of national quintessence and establishing cultural identity so as to achieve brand upgrading.
作者
王战
靳盼
Wang Zhan;Jin Pan
出处
《传媒观察》
CSSCI
2021年第12期45-52,共8页
Media Observer
基金
国家社科基金项目“网络社群文化的品牌消费引领研究”(19BXW105)阶段性成果。
