消费嵌入性视角下的青年约会文化——以哈根达斯品牌的消费为例

发布时间：2017-12-31 23:25

本文关键词：消费嵌入性视角下的青年约会文化——以哈根达斯品牌的消费为例　出处：《青年探索》2016年06期 　论文类型：期刊论文

【摘要】：约会文化已成为青年生活中不可或缺的一部分,与约会文化相关的消费也值得重视。以在中国的哈根达斯品牌为例,其主要消费者为青年情侣。伴随着消费全球化的过程,哈根达斯从美国消费情境中的大众冰淇淋品牌跨国升级成为中国消费情境中的高端冰淇淋品牌。已有研究多关注中美企业战略定位与营销方式的差异如何促使哈根达斯实现品牌升级,但是较少研究关注哈根达斯产品的消费者和消费原因。以此为突破点,本研究发现青年约会文化扮演着十分重要的作用,同时,还发现:在中国的消费情境中,哈根达斯的消费者多为青年群体,消费原因多为约会消费。以消费嵌入性的理论视角来对哈根达斯青年消费者进行访谈和参与观察研究,结果发现:哈根达斯跨国升级的过程是外来脱嵌产品以其功能性和符号性的意义双重再嵌入中国社会,并且被成功整合到中国社会的过程。跨国升级的原因是哈根达斯和原有冰淇淋品牌相比,具备更加创新的消费方式、较为新颖的消费内容和产品,这些都为青年消费者提供了全新的消费体验。同时,经过广告对其的符号化过程,哈根达斯以其全新的文化含义,即甜蜜浪漫的爱情符号和本地青年约会文化发生了文化对接,因此它能够被成功整合进入中国社会。
[Abstract]:Dating culture has become an indispensable part of youth life, and the consumption related to dating culture is also worthy of attention. Take the Haagen-Dazs brand in China as an example. Its main consumers are young couples, accompanied by the process of globalization of consumption. Haagen-Dazs international upgrade from the popular ice cream brand in the American consumption context to the high-end ice cream brand in the Chinese consumption situation. Many studies have focused on the differences in strategic positioning and marketing methods of Chinese and American enterprises how to promote ha. Root Dazs brand upgrade. However, less research focused on the consumer and consumer reasons of Hagen Dazs products. As a breakthrough point, this study found that youth dating culture plays a very important role, but also found: in China's consumption situation. The consumers of Haagen-Dazs are mostly youth groups, and the reasons for consumption are mostly dating consumption. From the perspective of consumer embeddedness, the author interviews and participates in the study of Haagen-Dazs young consumers. The results show that the process of the transnational upgrading of Haagen-Dazs is that the foreign products are embedded in Chinese society with their functions and symbolic meanings. And is successfully integrated into the process of Chinese society. The reason for transnational upgrading is that compared with the original ice cream brand Haagen-Dazs has more innovative consumption style more novel consumption content and products. All of these provide a new consumption experience for young consumers. At the same time, through the process of symbolization of advertising, Haagen-Dazs has a brand new cultural meaning. That is, the sweet romantic love symbol and the local youth dating culture have a cultural docking, so it can be successfully integrated into Chinese society.
【作者单位】：中山大学社会学与人类学学院;
【分类号】：F416.82
【正文快照】： ■王樱洁一、问题的提出中国青年群体眼中的高端冰淇淋品牌的代表,当属哈根达斯无疑。不论是在安静舒适的商场,还是在繁华热闹的黄金地段,装修精致的哈根达斯专卖店总会出现在青年人面前。然而,就在该品牌的出产地美国,哈根达斯却仅仅属于当地的零售冰淇淋品牌,是一种大众性商

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