中国白酒品牌命名研究
发布时间：2019-02-16 02:07
【摘要】： 白酒品牌名称是一种特殊的竞争型符号,其命名是语言学在经济领域的具体运用,是企业实施品牌战略的至关重要的步骤,对其进行研究具有重要的价值和现实意义。本文以语言学、文化学、营销学、消费心理学等学科的理论为指导,对白酒品牌名称进行分类,从语音、语法和语义三大方面对其进行分析探讨,揭示出白酒品牌命名与中国传统文化的内在联系,并就现阶段白酒品牌命名存在的问题给出一定的建议。 白酒品牌名称看似眼花缭乱,按照命名的理据可将其分为十类:以地名命名,以人名命名,以原料、质量、曲种或者工艺命名,以酒窖、酒坊命名,以龙、王、神、仙命名,以诗词名著、历史渊源命名,以哲理、祈愿命名,以自然事物命名,以饮用者或者场合命名,以其他内容命名。 声音是一切意义的载体,因而语音这一要素对于白酒品牌命名十分重要。在音节数量和节奏、声调、声韵以及语音修辞方面,白酒品牌名称都表现出一定的特点,给人以听觉上的美好感受。 白酒品牌名称的构词方式可分为一般式、拼凑式、缩略式和复合式四类;在白酒品牌命名中存在着类词缀构词的现象,如“春”、“醇”、“液”等;因为白酒品牌名称是专名的有机组成部分,而专名是脱离线性语言结构而存在的意指符号,并且白酒品牌名称的内部语法结构的差异并不影响其专有名词的性质,因而不存在对白酒品牌名称划分词类问题。 一个好的品牌名称必须具有丰富的含义,能够产生有益的语义联想。语义联想在白酒品牌命名中的运用和体现可分为消费者自发产生的语义联想和消费者在商家引导下产生的语义联想两种情况。 白酒孕育于中国传统文化的肥沃土壤,是一种精神性的商品,因而白酒品牌命名与中国的灿烂文化有着密不可分的联系,在白酒品牌命名中不难发现中国酒文化、吉祥文化、儒家文化和封建文化的积淀与痕迹。 现阶段白酒行业硝烟弥漫,白酒品牌命名难免存在一些问题,本文针对这些问题提出了一些拙见。
[Abstract]:Liquor brand name is a special competitive symbol. Its naming is the concrete application of linguistics in the field of economy and is a crucial step for enterprises to implement brand strategy. It is of great value and practical significance to study it. Guided by the theories of linguistics, culturology, marketing and consumer psychology, this paper classifies liquor brand names and analyzes them from three aspects: phonological, grammatical and semantic. The internal relationship between liquor brand naming and Chinese traditional culture is revealed, and some suggestions are given on the problems existing in liquor brand naming at the present stage. Liquor brand names seem dazzling, according to the rationale for naming can be divided into ten categories: named after geographical names, names after people, after raw materials, quality, song species or technology, wine cellar, wine shop names, after the dragon, king, god, fairy names, It is named after the famous poems, historical origin, philosophy, prayer, natural things, drinkers or occasions, and other contents. Sound is the carrier of all meanings, so the voice is very important for liquor brand name. In the aspects of the number and rhythm of syllables, tone, rhyme and phonetic rhetoric, liquor brand names all show certain characteristics and give people a good feeling of hearing. The word-formation methods of liquor brand name can be divided into four types: general form, patchwork type, acronym type and compound type, and there exists the phenomenon of affix formation in the naming of liquor brand, such as "spring", "alcohol", "liquid" and so on. Because the liquor brand name is an organic part of the proper name, and the proper name is the meaning symbol which exists away from the linear language structure, and the difference of the internal grammatical structure of the liquor brand name does not affect the nature of its proper noun. Therefore, there is no part of speech classification of liquor brand name. A good brand name must have rich meaning, can produce beneficial semantic association. The application and embodiment of semantic association in the naming of liquor brand can be divided into two situations: the spontaneous semantic association produced by consumers and the semantic association produced by consumers under the guidance of merchants. Liquor is born in the fertile soil of Chinese traditional culture and is a kind of spiritual commodity. Therefore, the naming of liquor brand is closely related to the brilliant culture of China. It is not difficult to find Chinese wine culture and auspicious culture in the naming of liquor brand. The accumulation and trace of Confucian culture and feudal culture. At present, there are some problems in liquor brand naming because of the diffuse smoke in liquor industry. This paper puts forward some humble opinions on these problems.
【学位授予单位】：湘潭大学
【学位级别】：硕士
【学位授予年份】：2009
【分类号】：H15
本文编号：2423938
[Abstract]:Liquor brand name is a special competitive symbol. Its naming is the concrete application of linguistics in the field of economy and is a crucial step for enterprises to implement brand strategy. It is of great value and practical significance to study it. Guided by the theories of linguistics, culturology, marketing and consumer psychology, this paper classifies liquor brand names and analyzes them from three aspects: phonological, grammatical and semantic. The internal relationship between liquor brand naming and Chinese traditional culture is revealed, and some suggestions are given on the problems existing in liquor brand naming at the present stage. Liquor brand names seem dazzling, according to the rationale for naming can be divided into ten categories: named after geographical names, names after people, after raw materials, quality, song species or technology, wine cellar, wine shop names, after the dragon, king, god, fairy names, It is named after the famous poems, historical origin, philosophy, prayer, natural things, drinkers or occasions, and other contents. Sound is the carrier of all meanings, so the voice is very important for liquor brand name. In the aspects of the number and rhythm of syllables, tone, rhyme and phonetic rhetoric, liquor brand names all show certain characteristics and give people a good feeling of hearing. The word-formation methods of liquor brand name can be divided into four types: general form, patchwork type, acronym type and compound type, and there exists the phenomenon of affix formation in the naming of liquor brand, such as "spring", "alcohol", "liquid" and so on. Because the liquor brand name is an organic part of the proper name, and the proper name is the meaning symbol which exists away from the linear language structure, and the difference of the internal grammatical structure of the liquor brand name does not affect the nature of its proper noun. Therefore, there is no part of speech classification of liquor brand name. A good brand name must have rich meaning, can produce beneficial semantic association. The application and embodiment of semantic association in the naming of liquor brand can be divided into two situations: the spontaneous semantic association produced by consumers and the semantic association produced by consumers under the guidance of merchants. Liquor is born in the fertile soil of Chinese traditional culture and is a kind of spiritual commodity. Therefore, the naming of liquor brand is closely related to the brilliant culture of China. It is not difficult to find Chinese wine culture and auspicious culture in the naming of liquor brand. The accumulation and trace of Confucian culture and feudal culture. At present, there are some problems in liquor brand naming because of the diffuse smoke in liquor industry. This paper puts forward some humble opinions on these problems.
【学位授予单位】：湘潭大学
【学位级别】：硕士
【学位授予年份】：2009
【分类号】：H15
【引证文献】
相关硕士学位论文 前1条
1 赖静;酒类品名谱系及其与酒广告语言的关联性研究[D];广州大学;2011年
，本文编号：2423938
本文链接：https://www.wllwen.com/guanlilunwen/pinpaiwenhualunwen/2423938.html
