后工业社会传统产业品牌传播模式研究

发布时间：2018-07-04 17:56

本文选题：后工业社会 + 传统产业　；参考：《中南大学》2012年硕士论文

【摘要】：我国传统产业走向文化创意化的转型之路,是社会环境变更的需要,也是传统产业拯救自己的需要。后工业社会最核心的特征是知识在经济发展中的主导地位,知识成为“文化资本”,是社会经济发展的新源泉。我国传统产业作为非知识密集型产业,文化含量低、创新性不足是牵制传统产业发展的根本性因素,要改变现状获得新的发展,我国传统产业必须进行文化创意化的转型! 文化创意化的转型最终是为了赢得品牌的“符号价值”,但在具体实施方法上,企业之间必须根据自己的情况分为两种具体的转型路径：第一、量变：“借创意,做加法,优化原有产业属性”；第二、质变：“自生创意,扭方向,转型为文化产业”。本文根据传统产业转型的两种选择分别提出两种不同的品牌传播模式：“文化加法”模式以及“文化蜕变”模式,前者侧重相加的概念,在不改变原有产业属性的前提下,融入文化元素,达到A+BAB的品牌传播效果；而后者侧重产业属性的彻底改变,从一个粗放型的传统产业转型为知识密集型产业,创新成为企业的内生力量,从而达到A+B=C的传播效果。
[Abstract]:The transition of Chinese traditional industry to cultural creativity is not only the need of social environment change, but also the need of traditional industry to save itself. The core feature of post-industrial society is the dominant position of knowledge in economic development. Knowledge becomes "cultural capital" and is a new source of social and economic development. As a non-knowledge-intensive industry, China's traditional industry has a low cultural content and a lack of innovation is the fundamental factor to restrain the development of traditional industry. In order to change the present situation and obtain new development, the traditional industry of our country must carry on the transformation of cultural creativity! The transformation of cultural creativity is ultimately in order to win the "symbolic value" of the brand, but in the specific implementation methods, enterprises must be divided into two specific transition paths according to their own circumstances: first, quantitative change: "by creativity, do addition," Optimize the original industrial attributes "; second, qualitative change:" spontaneous creativity, twist direction, transform into cultural industry. " According to the two choices of traditional industry transformation, this paper puts forward two different modes of brand communication: "cultural addition" mode and "cultural transformation" mode. The former emphasizes the concept of addition and does not change the original industrial attributes. Integration of cultural elements to achieve the brand communication effect of ABAB, while the latter focuses on the radical change of industrial attributes, from an extensive traditional industry to a knowledge-intensive industry, innovation becomes the endogenous strength of enterprises, Thus, the transmission effect of A BX C was achieved.
【学位授予单位】：中南大学
【学位级别】：硕士
【学位授予年份】：2012
【分类号】：G124

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