后现代视阈下葡萄酒营销传播的变革与思考

发布时间：2018-04-05 13:49

本文选题：现代性　切入点：后现代主义　出处：《上海外国语大学》2017年硕士论文

【摘要】：自20世纪60年代以来,西方进入了后工业社会,随着互联网的出现,使后现代的现象逐渐波及到社会生活的各个领域。后现代打破了高雅艺术与大众文化的对立,赞扬多元、差异、颠覆、消解意义、消解价值、去分化。传统的带有“精英主义”特点的葡萄酒文化和知识体系,在其与大众市场相连时显得进程缓慢。工业化葡萄酒跨国大公司的出现,使葡萄酒逐渐成为全球大众日常消费品的一部分。如今,葡萄酒消费也呈现出多元化、品牌化、审美化、符号化等特征。虽然,葡萄酒市场中出现的一些具有后现代特征的现象也和“后现代主义”本身一样受到广泛而激烈的争议,但它可能也只是代表了葡萄酒传播中的一个特殊阶段。正如后现代性指的是现代社会的一个特殊阶段,无所谓好坏,而只是表达了一种当前的处境。文章首先将传统的葡萄酒传播体系放在现代性的理论与传播模式下加以论述,继而引出后现代社会的到来对全球葡萄酒市场带来的影响与变革。中国葡萄酒市场受到其传统酒文化与后现代消费社会特点的双重影响,呈现出较欧洲市场更为明显的后现代特征。其次,后现代葡萄酒品牌需要从探索消费者的感官需求和心理需求入手,充分满足其“日常生活的审美化”、“品牌的情感化”、“消费的建构化”等消费功能,并借鉴具有后现代特点的营销传播模式给消费者带来人生意义、人生体验、身份和价值的重构。再者,葡萄酒的网络传播模式也呈现出明显的后现代特征,从Web1.0时代的葡萄酒知识型网络传播,到具有典型的后现代特征的Web2.0背景下的葡萄酒传播现象——“葡萄酒自媒体人”、“社群经济”等的出现。最后,对在Web3.0技术背景下的葡萄酒传播进行展望。
[Abstract]:Since the 1960s, the West has entered the post-industrial society, with the emergence of the Internet, the post-modern phenomenon gradually spread to various fields of social life.Post-modernism breaks the opposites between elegant art and popular culture, praises pluralism, difference, subversion, deconstruction of meaning, deconstruction of value and dedifferentiation.The traditional wine culture and knowledge system, characterized by elitist, is slow in its connection to the mass market.With the emergence of industrial wine multinational companies, wine has gradually become a part of the world's consumer goods.Today, wine consumption also presents the characteristics of diversification, branding, aesthetic, symbolization and so on.Although some post-modernistic phenomena in wine market have been widely and intensely disputed as "postmodernism" itself, it may also represent a special stage in wine transmission.Just as post-modernity refers to a special stage of modern society, it does not matter good or bad, but only expresses a current situation.This paper first discusses the traditional wine communication system under the theory and mode of modernity, and then leads to the influence and change brought by the arrival of post-modern society to the global wine market.The Chinese wine market is influenced by its traditional wine culture and the characteristics of the postmodern consumer society, which is more obvious than the European market.Secondly, post-modern wine brands need to explore consumers' sensory and psychological needs to fully meet their consumption functions, such as "aesthetic daily life", "emotional brand", "constructive consumption" and so on.Using the marketing communication mode with postmodern characteristics for reference, it brings consumers the reconstruction of life meaning, life experience, identity and value.Furthermore, the wine network communication mode also presents the obvious postmodern characteristic, from the wine knowledge network transmission in the Web1.0 era,To the phenomenon of wine transmission in the context of Web2.0 with typical postmodern characteristics-the emergence of "wine from the media", "community economy", and so on.Finally, the prospect of wine transmission under the background of Web3.0 technology is discussed.
【学位授予单位】：上海外国语大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：F426.82;F274

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