“国潮”的消费认同与价值尺度. (Chinese)

Consumer Identity and Value Measurement of Guochao. (English)

China has seen a surge in consumers爷 interest in domestic brands for various political, economical, social and cultural reasons. In the narrow sense, guochao 渊cult of domestic brands冤 refers to Chinese domestic brands rich in Chinese culture and fashion elements and Chinese consumers爷 growing interest in them. In the broad sense, guochao is more than physical objects, but a mirror of ideas. It refers to the revival of Chinese cultural gene in symbol production and consumption, and reflects the spiritual features of current China. Guochao can be achieved in two ways: 野popularization of domestic brands冶 and 野nationalization of popular domestic brands冶. To popularize domestic brands, we need to work on fashionable derivatives, crossover marketing, connection of subcultures, and technology empowerment. The nationalization of domestic brands is manifested in the visual integration of traditional elements, the integration of traditional crafts in design, the integration of traditional stories in marketing, and the integration of traditional spirit in ideas. Guochao is the result of consumer identity. In terms of identity, consumers hope to build a sense of identity and belonging between the country and the communities in the consumption of popular domestic brands. In terms of difference, consumers are eager to show they are unique and different in the choice of domestic brands. To retain Chinese consumers爷 interest in domestic brands, we should be wary of the generalization of domestic brands, explore their spiritual content, break the boundaries of guochao, better tell Chinese stories, establish guochao aesthetics, and enhance cultural confidence. [ABSTRACT FROM AUTHOR]

野国潮冶作为一种符号文本和消费现象袁其流行蕴含了一系列复杂的政治尧经济尧社会和文化因 素遥 狭义的野国潮冶是指蕴含中国文化尧融合潮流元素尧符合时代需求的国货品牌及其消费潮流袁广义的野国 潮冶则脱离了实物载体袁进而扩散到观念层面袁指一种中国文化基因在符号生产及消费领域的复兴潮流袁呈 现为一种精神风貌遥 野国潮冶的实现方式可归纳为野国的潮化冶与野潮的国化冶两种模式遥 野国的潮化冶主要有 时尚衍生尧跨界营销尧亚文化链接尧科技赋能等路径袁野潮的国化冶表现为视觉上融入传统元素尧设计上融入 传统技艺尧营销上融入传统故事尧理念上融入传统精神等遥 野国潮冶是消费建构认同的结果遥 在同一性方面袁 消费者希望通过野国潮冶符号文本建立起自身与国家尧群体之间的认同感与归属感曰在差异性方面袁消费者 又渴望通过野国潮冶表现个体差异袁彰显身份标志遥 野国潮冶要形成一股可持续的潮流袁要警惕野国潮冶泛化袁深挖 精神内涵曰打破野国潮冶边界袁讲好中国故事曰构建野国潮冶美学袁增强文化自信. [ABSTRACT FROM AUTHOR]

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