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
发布时间：2018-11-25 20:23
【摘要】：本土品牌负面刻板印象是中国社会情境下的一种典型社会认知偏差,人们的品牌态度和消费行为已受此束缚。这不仅给本土品牌成长造成了极大伤害,而且阻碍民族产业的振兴,威胁国家经济安全。本文借助刻板思维与符号认知理论,从企业、政府、媒体和文化环境等方面对本土品牌负面刻板印象生成的认知环境进行了文本分析析,得出的结论是:本土品牌自身的良莠不齐和高端产品匮乏是根本原因;而媒体的选择性报道策略、政府行为以及消费异化环境虽然不是构成本土品牌偏见的主要原因,但它们在偏见地解释符号意义方面起了推波助澜的作用。最后,从企业、政府和媒体等角度提出了抑制本土品牌刻板印象、优化本土品牌成长环境的战略对策。
[Abstract]:The negative stereotype of local brand is a typical social cognitive bias in Chinese social context, and people's brand attitude and consumption behavior have been bound by it. This not only causes great harm to the growth of local brands, but also hinders the revitalization of national industries and threatens the national economic security. With the help of stereotype thinking and symbolic cognition theory, this paper analyzes the cognitive environment of the negative stereotype of local brand from the aspects of enterprise, government, media and cultural environment. The conclusion is: the local brand itself is intermingled with the lack of high-end products is the root cause; The media's selective reporting strategy, government behavior and consumption alienation environment are not the main reasons for the local brand bias, but they play a role in the biased interpretation of symbolic meaning. Finally, from the angle of enterprise, government and media, this paper puts forward some strategic countermeasures to restrain the stereotype of local brand and optimize the growth environment of local brand.
【作者单位】： 西南政法大学管理学院;西南政法大学科研处;重庆文理学院品牌科学研究所;
【基金】：教育部人文社会科学研究项目“中国消费者本土品牌负面刻板印象生成的根源及抑制策略研究”(批准号:14XJCZH003) 西南政法大学资助项目“消费者高民族中心主义形成的认知加工过程与心理机制研究”(批准号:2014XZRCXM007)
【分类号】：F273.2
[Abstract]:The negative stereotype of local brand is a typical social cognitive bias in Chinese social context, and people's brand attitude and consumption behavior have been bound by it. This not only causes great harm to the growth of local brands, but also hinders the revitalization of national industries and threatens the national economic security. With the help of stereotype thinking and symbolic cognition theory, this paper analyzes the cognitive environment of the negative stereotype of local brand from the aspects of enterprise, government, media and cultural environment. The conclusion is: the local brand itself is intermingled with the lack of high-end products is the root cause; The media's selective reporting strategy, government behavior and consumption alienation environment are not the main reasons for the local brand bias, but they play a role in the biased interpretation of symbolic meaning. Finally, from the angle of enterprise, government and media, this paper puts forward some strategic countermeasures to restrain the stereotype of local brand and optimize the growth environment of local brand.
【作者单位】： 西南政法大学管理学院;西南政法大学科研处;重庆文理学院品牌科学研究所;
【基金】：教育部人文社会科学研究项目“中国消费者本土品牌负面刻板印象生成的根源及抑制策略研究”(批准号:14XJCZH003) 西南政法大学资助项目“消费者高民族中心主义形成的认知加工过程与心理机制研究”(批准号:2014XZRCXM007)
【分类号】：F273.2
【参考文献】
相关期刊论文 前10条
1 刘进平;;本土品牌刻板印象的成因[J];经营管理者;2013年10期
2 王鹏;庄贵军;彭茜;;三聚氰胺事件对中国消费者国货意识及国产品牌态度的影响[J];华东经济管理;2010年01期
3 王海忠;;消费行为中的民族中心与民族淡漠倾向[J];南开管理评论;2006年05期
4 王兴元;;品牌生态:隐喻研究的方法、意义及动态[J];企业经济;2008年01期
5 张q，
本文编号：2357276
本文链接：https://www.wllwen.com/guanlilunwen/pinpaiwenhualunwen/2357276.html
