摘要
消费社会商品的象征意义对于消费者行为发挥着巨大的影响,为商品赋予象征意义成为营销的重要内容。学术界往往忽视商品和品牌意义构建的关系,将它们割裂开来。本文借助符号学的方法,提出解释商品象征意义形成机制的分析框架,该框架将消费者视为商品象征意义的积极的建构者,而非商品意义消极的接收者,并将商品象征意义的形成概括为几个关键的过程。最后本文讨论了该分析框架对营销观念的意义。
The symbolic meaning of commodity has a great influence on consumers’ behavior,and giving symbolic meaning to commodity has become an important part of marketing.However,the relationship between commodities and brand meaning has been ignored.With the help of semiotics,this paper puts forward an annalistic framework to explain the formation mechanism of commodity symbolic meaning.Consumers are regarded as the positive constructors of commodity symbolic meaning,rather than the negative receivers of commodity meaning,and the formation of commodity symbolic meaning is summarized as several key processes.Finally,it discusses its significance in marketing theory.
作者
刘楠
Liu Nan(ISMS research team)
出处
《符号与传媒》
2020年第1期185-194,共10页
Signs & Media
关键词
象征意义
形成机制
商品
品牌
symbolic meaning
formation mechanism
commodity
brand
