基于历史名人资源品牌化的品牌洋化现象治理研究
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摘要
品牌洋化现象本质上是我国特定时期根源于民族文化虚无主义的一种文化现象和企业经营现象,其出现的主要原因有西方文化入侵下崇洋消费心理出现、企业追逐短期利润和媒体传播推波助澜等。长远来看,品牌洋化对品牌可持续发展、品牌强国建设和文化强国建设都造成了危害。历史名人资源品牌化在治理品牌洋化现象方面具有独特而重要的价值,能够扭转品牌洋化现象带来的危害。基于历史名人资源品牌化来治理品牌洋化现象,应该从粗浅的品牌名称设计利用更多转向深度的品牌视觉形象设计利用,进而实现历史名人品牌意象和品牌价值观的高度契合。
The phenomenon of brand westernization is essentially a cultural phenomenon and an enterprise management phenomenon rooted in nihilism of national culture in a specific period. The main reasons for its emergence are the consumer psychology of worshiping foreign countries under the invasion of Western culture,the pursuit of short-term profits by enterprises and the promotion of media communication. In the long run,the brand westernization has done harm to the sustainable development of brands,the construction of brand power and cultural power. The branding of historical celebrity resources has unique and important value in the governance of brand westernization,and can reverse the harm brought by brand westernization. Based on the branding of historical celebrity resources,we should change from brand name design shallowly to brand visual image design deeply,and then achieve a high degree of alignment between historical celebrity brand image and brand values.
The phenomenon of brand westernization is essentially a cultural phenomenon and an enterprise management phenomenon rooted in nihilism of national culture in a specific period. The main reasons for its emergence are the consumer psychology of worshiping foreign countries under the invasion of Western culture,the pursuit of short-term profits by enterprises and the promotion of media communication. In the long run,the brand westernization has done harm to the sustainable development of brands,the construction of brand power and cultural power. The branding of historical celebrity resources has unique and important value in the governance of brand westernization,and can reverse the harm brought by brand westernization. Based on the branding of historical celebrity resources,we should change from brand name design shallowly to brand visual image design deeply,and then achieve a high degree of alignment between historical celebrity brand image and brand values.
引文
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[2]翟红华,曹文雯.本土服装品牌“洋化”现象原因及利弊分析[J].当代经济,2007(8).
[3]田圣炳,张福经.服装行业品牌命名洋化实证研究[J].销售与市场,2010(10).
[4]张燚,刘进平,张锐.本土品牌负面刻板印象生成的根源及抑制对策:刻板思维与符号认知的视角[J].企业经济,2014(11).
[5]翟红华.品牌洋化现象原因分析[J].现代商业,2007(21).
[6]裴建春.外国品牌的“汉化”和中国品牌的“洋化”[J].商场现代化,2010(6).
[7]孙丽珍,李泽泉.文化虚无主义的表现、本质及治理[J].红旗文稿,2018(9).
[8]提高品牌竞争力是中国制造的重要着力点[EB/OL]. 2017-03-20[2018-11-20].http://finance.cnr.cn/jjpl/20170320/t20170320_523666470.shtml.
[9]汝倩倩,吴家华.新时代培养文化自信的三重逻辑[J].中国石油大学学报(社会科学版),2009,35(1).
[10]习近平,努力实现传统文化创造性转化、创造性发展[M]//习近平.习近平谈治国理政:第2卷.北京:外文出版社,2017:313.
[11]任文举,张仁萍.基于历史文化名人的品牌形象识别设计研究[J].产业与科技论坛,2016(21).
[12]刘永霞.中国传统美术中气韵传统与现代设计理念关系初探[J].作家,2011(18).
[13]刘家凤,林雅军.品牌价值观:概念与测量[J].西南民族大学学报(人文社会科学版),2013(7).
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