文化融合语境下上海家化既有品牌的再生路径
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摘要
目的通过对上海家化品牌的研究,探讨商业品牌在"文化融合"语境下的多元再生路径。方法以"文化融合"语境为主线,以品牌管理层、品牌设计为剖面,切入管理者、消费者、设计师、设计方法的关键点,并结合实地调研、访谈与案例分析展开研究。结论上海家化管理层的跨文化意识觉醒具有其必要性;在"文化自觉"和"文化场域"下,采用"文化剪辑"与"文化并置"相结合的"文化蒙太奇"手法,提出品牌常青的文化再塑思路。
The work aims to discuss the multi-regeneration path of commercial brands in the context of "cultural integration" through the study on the brands of Shanghai Jahwa. With the context of "cultural integration" as the main line, and the brand management and brand design as the profile, the key points of managers, consumers, designers and design methods were cut in. Moreover, the study was carried out in combination with field investigation, interviews and case analysis. Based on the necessity of the awakening of the cross-cultural awareness of Shanghai Jahwa's management, and the designer's approach to brand redesign in the "field" under "cultural self-consciousness" and "cultural field", and through "cultural montage" techniques such as "cultural editing" and "cultural juxtaposition", the remolding ideas for the long-lasting brand culture are proposed.
The work aims to discuss the multi-regeneration path of commercial brands in the context of "cultural integration" through the study on the brands of Shanghai Jahwa. With the context of "cultural integration" as the main line, and the brand management and brand design as the profile, the key points of managers, consumers, designers and design methods were cut in. Moreover, the study was carried out in combination with field investigation, interviews and case analysis. Based on the necessity of the awakening of the cross-cultural awareness of Shanghai Jahwa's management, and the designer's approach to brand redesign in the "field" under "cultural self-consciousness" and "cultural field", and through "cultural montage" techniques such as "cultural editing" and "cultural juxtaposition", the remolding ideas for the long-lasting brand culture are proposed.
引文
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[2]张宇,祁雪燕,王信东.北京老字号品牌策略研究[J].企业经济,2015(6):140-144.ZHANG Yu,QI Xue-yan,WANG Xin-dong.Study on brand strategy of Old Brand in Beijing[J].Enterprise Economy,2015(6):140-144.
[3]赵云泽,滕沐颖,赵菡婷.“桥梁人群”对中国品牌的跨文化传播的影响研究[J].国际新闻界,2015(10):65-78.ZHAO Yun-ze,TENG Mu-ying,ZHAO Han-ting.The Impact of"Bridge Population"on Chinese Brands Crosscultural Communication[J].Chinese Journal of Journalism&Communication,2015(10):65-78
[4]罗方,戴向东,黄艳丽.体验经济语境下的品牌价值塑造[J].包装工程,2016,37(1):17-20.LUO Fang,DAI Xiang-dong,HUANG Yan-li.Brand Value Building Based on the Economy Linguistic Context[J].Packaging Engineering,2016,37(1):17-20.
[5]许苏民.文化哲学[M].上海:上海人民出版社,1990.XU Su-min.Cultural Philosophy[M]Shanghai:Shanghai People's Publishing House,1990.
[6]费孝通.论人类学与文化自觉[M].北京:华夏出版社,2004.FEI Xiao-tong.On Anthropology and Cultural Consciousness[M].Beijing:Huaxia Publishing House,2004.
[7]李华君,曾小宇.新媒体语境中品牌场域的建构逻辑与发展策略[J].现代传播(中国传媒大学学报),2015(8):63-65.LI Hua-jun,ZENG Xiao-yu.The Construction Logic and Development Strategy of Brand Field in New Media Context[J].Modern Communication(Journal of Communication University of China),2015(8):63-65.
[8]杜娟,孙明贵.上海老品牌怀旧价值的影响因素研究[J].知识经济,2016(4):75-77.DU Juan,SUN Ming-gui.Research on the Influence Factors of Old Brand Nostalgia Value in Shanghai[J].Knowledge Economy,2016(4):75-77.
[9]成阳.“中国元素”的定位与创新研究[J].艺术百家,2012(8):226-229.CHENG Yang.Orientation and Innovation of Chinese Factor:Centered on Art Design[J].Hundred Schools in Arts,2012(8):226-229.
[10]高登科,邓超.文化蒙太奇:民艺的语境错置与转化的生机[J].装饰,2016(12):37-41.GAO Deng-ke,DENG Chao.Cultural Montage:Folk-craft's Mismatch of Context and Transformation of Vitality[J].Zhuangshi,2016(12):37-41.
[11]边少平.本土化包装设计在民族品牌构建中的作用[J].包装工程,2012,34(12):98-101.BIAN Shao-ping.The Role of Localization Packaging Design in Building National Brand[J].Packaging Engineering,2012,24(12):98-101.