摘要
随着中华优秀传统文化复兴和文化自信衍生出了“国潮”风,国潮品牌成为文化自信的实践主体,并在文化自信中不断成长。运用扎根理论探析文化自信视阈下国潮品牌成长过程及影响因素,研究结果表明:文化自信视阈下国潮品牌成长的外部影响因素包括文化认同、中国制造向中国智造转型和文化自觉;内部影响因素为国潮品牌人才资源、技术资源、文创能力。国潮品牌要通过培养企业文创人才,提升文创能力和文创技术水平,将中华优秀传统文化与现代文化相融合,创新国潮产品和服务,更好地应对市场变化和挑战。国潮品牌在成长过程中要洞悉品牌内外部发展优势和机遇,践行中华优秀传统文化创造性转化和创新性发展战略,整合品牌文化发展资源,在品牌文化发展战略中重塑国潮品牌文化内涵,运用科技创新品牌文化传播,将民族文化符号更好地融入国潮产品和服务中,促进消费者对国潮品牌认同,提升国潮品牌竞争力及发展韧性,以促进国潮品牌成长。
With the revival of China's excellent traditional culture and cultural self-confidence,the guochao,a Chinese national brand trend,has been derived.Guochao brand has become the practice subject of cultural self-confidence and continues to grow in cultural self-confidence.Based on the grounded theory,this paper analyzes the growth process and influencing factors of guochao brand from the perspective of cultural confidence.The results show that the external factors of guochao brand growth from the perspective of cultural confidence include cultural identity,the transformation from“made in China”to“made in China and cultural consciousness”.The internal factors are guochao brand talent resources,technical resources and cultural and creative ability.Guochao brand should cultivate cultural and creative talents,improve cultural and creative ability and technical level,integrate excellent traditional Chinese culture into modern culture,innovate guochao products and services,and better respond to market changes and challenges.In the process of growth,guochao brand should understand the internal and external development advantages and opportunities of the brand,practice the creative transformation and innovative development strategy of Chinese excellent traditional culture,integrate brand culture development resources,reshape the cultural connotation of guochao brand in the brand culture development strategy,use science and technology to innovate brand culture communication,better integrate national cultural symbols into guochao products and services,and promote consumers'recognition of guochao brand,enhance the competitiveness and development toughness of guochao brand to promote the growth of guochao brand.
作者
巫月娥
WU Yue’e(Business School,Minnan Normal University,Zhangzhou 363000,China)
出处
《四川轻化工大学学报（社会科学版）》
2024年第1期16-26,共11页
Journal of Sichuan University of Science & Engineering：Social Sciences Edition
基金
国家社会科学基金项目(19XJY010)
福建高校以马克思主义为指导的哲学社会科学学科基础理论研究项目(JSZM2021050)。
关键词
国潮品牌
文化自信
品牌认同
品牌文化
文创技术
品牌成长
guochato brand
cultural confidence
brand identity
brand culture
cultural and creative technology
brand growth
