B2B模式下基于文化融合与创新的新产品品牌文化表述研究——以环意国际旅行社为例

发布时间：2018-02-09 18:45

本文关键词： 文化融合文化创新文化表述道家阴阳思想案例研究　出处：《管理案例研究与评论》2017年01期 　论文类型：期刊论文

【摘要】：本文以环意国际旅行社为研究对象,借鉴道家阴阳思想,研究企业在B2B2C模式下构建新产品品牌文化表述的"黑箱"。结果发现,企业可以通过文化融合(用"阳"表示)和文化创新(用"阴"表示)来进行新产品品牌文化表述的构建:文化融合的逻辑是"求同",通过进入新目标市场、受压于新市场产品文化、融合新市场文化和运用新市场产品文化四个步骤来完成;而文化创新的逻辑是"存异",通过识别主流文化、挖掘新意识形态机遇、采集并改编原始素材、提出与主流文化不同的观念四个步骤来完成。文化融合和文化创新之间的作用方式是对立、互根、消长、转化。最后,新产品品牌文化表述的意识形态、神话和文化密码三部分的具体内容分别是"与众不同、唯一性、引领潮流""灵感激发、人生启迪、走心体验""人文景观、文化遗产和世界名牌"。希望研究结果不但能弥补企业在B2B模式下向C扩展时文化融合和文化创新理论的不足,而且能给出此背景下两个理论的阴阳属性、相互作用方式以及作用结果,有较强的理论与实践意义。
[Abstract]:This paper takes Huanyi International Travel Service as the research object, draws lessons from Taoist Yin-Yang thought, and studies the "black box" of the brand culture expression of new products in the B2B 2C model. The results show that, Enterprises can construct the cultural expression of new product brand through cultural integration (expressed by "Yang") and cultural innovation ("Yin"): the logic of cultural integration is "seeking common ground", by entering the new target market, Under the pressure of the new market product culture, the integration of the new market culture and the use of the new market product culture to complete the four steps, and the logic of cultural innovation is to "preserve differences", through the identification of mainstream culture, explore new ideological opportunities, Collecting and adapting the original material, putting forward four steps to complete the idea different from the mainstream culture. The function between cultural integration and cultural innovation is opposites, mutual root, growth and decline, transformation. Finally, the ideology of cultural expression of new product brand. The specific contents of the mythology and cultural code are respectively "distinctive, unique, leading the trend", "inspired, inspired by life, experience of the heart", "humanistic landscape," Cultural Heritage and World famous Brand. "We hope that the research results will not only make up for the deficiency of the theory of cultural integration and cultural innovation when enterprises expand to C in B2B mode, but also give the Yin and Yang attributes of the two theories under this background. The mode of interaction and the result of interaction have strong theoretical and practical significance.
【作者单位】：西安工业大学经济管理学院;
【基金】：国家自然科学基金项目“基于共赢视角的积分联盟对交叉购买及客户资产的增强效应研究”(71172133) 陕西高校人文社会科学青年英才支持计划项目(陕教高201424) 陕西省自然基金项目“文化库对服务新产品开发的作用机理研究”(2016JM7003) 陕西省教育厅专项科学研究计划项目“社会化媒体营销对积分联盟中客户投入的影响研究”(16JK1357)
【分类号】：G124;F592.6

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