中国近代纺织品牌研究

发布时间：2018-01-03 11:47

  本文关键词：中国近代纺织品牌研究　出处：《东华大学》2016年博士论文　论文类型：学位论文

  更多相关文章： 中国近代 纺织品 品牌文化 国家形象 软实力

【摘要】：当今时代,科技发展日新月异,信息流通与日提升,我们的生活因琳琅满目、色彩缤纷的产品而丰富多彩、绚丽缤纷。这些产品,不但拥有自己的品牌,也来自不同的国家,虽然受到全球化的冲击,但仍然保持着自己独特的文化特色。品牌文化是一个国家的重要资产,它拥有无形的价值,对内是一种生活经验与历史积淀,对外是国家形象的展现,是国家软实力的重要组成部分。纺织品牌也不例外,它是科技创新、文化认同和经营传统的有机浓缩,既是某种标准,也是一种专利保护。通过中国近代纺织品牌的研究,可以从一个很重要的视角透视中国近代纺织科技的引进、消化和自主创新的艰难历程,发掘前人在将民族自立精神、传统优秀文化与近代纺织科技有机融汇历程中的思想解放和方法创新,这对今天中国从纺织大国到纺织强国的转型跨越中的文化建设也具有积极的现实意义。既往关于中国近代纺织工业的诞生与发展的研究已经十分丰厚,但相比之下,对纺织这一工业产品的文化内涵却鲜见有系统深入的发掘、整理和分析。左旭初于近代中国“商标”文化、“商标”史料的研究,其详实的史料和图片实物展示为本文提供了搜寻近代中国纺织“品牌”的线索和研究基础。然而,在进一步深入、系统的考析之后,本文认为,“商标”仅是“品牌”的外在表现形式,而品牌则是技术、专利、文化和管理等的有机统一体,特别是品牌所具有的内在文化价值才是其活生生的全部意义。关于中国近代纺织品牌的诞生与形象塑造的历史,大多散见在与近代民族纺织工业兴起的相关革命史、近现代通史、经济史和人物史等研究中,完整的资料挖掘和整理研究工作尚未有人触及。当前,“品牌”的价值理论,在国内外商业运作和学界的学术研究中方兴未艾。随着全球经济一体化对我国纺织业的冲击,各地已认识到品牌保护与再利用对老字号保护、文化遗产传承、民族工业振兴的重要性,并开始从宏观战略的层面将国家文化、城市文化与生态经济、品牌经济等商业模式相联系,这也是当今国家“一带一路”战略对纺织科技史研究的一种具体要求和内生驱动。品牌构建的全部意义在于发掘其形成过程中的历史价值、技术价值、文化价值和社会意义,这正是本文就中国近代民族纺织品牌展开研究的意义所在,也是本选题的前沿性和创新性之所在。本论文站在前人宏观、零散的研究基础上,根据伴随近代西方工业社会生产的“品牌”概念为理论基础,提出品牌是国家文化创新在经济社会中的具体操作、通过技术之基于品牌与国家经济文化的创新建立起深刻关系等立论观点,建立“品牌与技术创新”、“品牌与文化自信”、“品牌与经营创新”三个研究命题,探讨中国纺织品牌创新中的文化开发和具体操作。其后,主要藉由对中国近代民族纺织品牌文献探讨与个案研究,阐释国家文化与企业品牌之间的关系,透过文化与技术的辩证共生关系,分析中国近代纺织品牌从传统文化中汲取的意义内涵;分别以“申新人钟”、“美亚丝绸”和“五和鹅牌”三个近代中国纺织企业品牌的历史个案为例,探讨企业如何以技术研发、文化发掘、经营管理作为创新基础,塑造品牌形象、提升品牌价值,观察传统文化对品牌形象创造的影响;进而由纺织机械创新探讨当代纺织企业及其品牌发展的瓶颈,以昔鉴今,提炼近代中国民族纺织品牌创新的历史经验对当代纺织品牌建设的借鉴作用。本研究对近代民族纺织品牌进行的案例分析可以发现,近代中国纺织行业虽然涌现出众多著名企业,但其技术及机械设备大多依赖整体引进以完成产品品牌的生成与升级,产品质量优势甚微,故产品的核心竞争力就表现在对中国的文化特质和民族危机感的结合,不论是对纺织产品外在的品牌形象设计和市场营销手段的选择,还是对其内在材质、品质及细节的坚持,都呈现出中国独特的精神与风格,如民族凝聚力、丝绸旗袍文化、和合精神、进取精神等。也正是由于这些文化特质,进而对国内外华人及亚裔市场产生了巨大的吸引力。此外,技术创新与经营手段成为品牌价值和品牌文化影响力形成的重要来源,凭着卓越的品质与心理诉求的满足感,近代民族纺织品牌广受赞誉。综上所述,本研究进一步整合提出以下三点研究结论,亦是本研究的创新点:第一,与以往近现代政治经济史的研究视角不同,本研究关注科学技术与社会文化的互动,从中国拥有的相当丰沛的文化软实力出发,探讨了近代民族纺织企业借助传统文化、流行文化、科学技术及制造方面的优势和能力,指出其在发展过程中塑造出一批优秀的民族纺织品牌,获得了一定的实践经验和市场基础。国家文化软实力有助于当代纺织品牌的快速推广,提升品牌作为民族形象的综合价值。第二,与以往商标研究或品牌理论研究不同,本研究通过报刊、档案等历史文献,具体论证了中国文化软实力与民族纺织品牌形象之间的内在一致性。近代民族纺织产品具有的技术先进、质量优良、注重设计的品牌形象,这些产品的品牌形象体现了中华民族的国家形象。当代中国纺织企业在谋求走向世界的道路上,不能失去自己的文化内涵,品牌是对中华文化的再阐释、再创造。第三,与以往单纯的历史研究不同,本研究将历史经验应用于当代纺织品牌文化创新的实践中,指出近代民族纺织的品牌形象与国家经济实力具有相关性,是国家代表性工业生产、产品研发的反映。当代民族纺织工业的品牌形象应建立在纺织原理、机械技术和文化内核自主革新基础之上,技术创新是品牌形象的持久生命力,文化自信则是品牌永恒价值的源头活水。本研究尚有实物、文献史料收集整理不够丰富、不够全面等不足,各少数民族纺织品牌的历史创建有待进一步发掘、扩展。特别是,由于材料和时间的限制,除了棉、毛、丝织品之外,本论文对中国纺织的主要门类——麻织品的品牌研究,还基本未加展开,这是本研究未来需要拓展和深入的主题之一。中国近代民族纺织品牌文化的研究仅仅是中国纺织品牌研究的一个开端,尚有许多议题亟待深入和拓展。本文仅在抛砖引玉、愚者一得,尚望有关专家前辈批评指正。
[Abstract]:Nowadays, the development of science and technology change rapidly, and enhance the flow of information, our life colorful products for a superb collection of beautiful things, rich and colorful, bright and colorful. These products not only have their own brand, but also from different countries, despite the global impact, but still retains its own unique cultural characteristics of the brand culture is. An important asset of a country, it has the intangible value of is a kind of life experience and historical accumulation, foreign is to show the country's image, is an important part of national soft power. The textile brand is no exception, it is the innovation of science and technology, organic enrichment of cultural identity and traditional business, is one of the standard. Is a kind of patent protection. Through the study of Chinese modern textile brand, the introduction of modern textile technology China perspective from an important perspective, difficult process of digestion and innovation In previous excavations, the spirit of national independence, the liberation of thought and method innovation of traditional culture and modern textile technology organic blending process, the cultural construction of today from across the China textile big country to a powerful textile country in transition also has positive practical significance. The previous research on the birth and development of the modern textile industry has Chinese very rich, but compared to the textile industry products are rare cultural connotation to explore systematically, sorting and analysis. Zuo Xuchu in the modern Chinese "trademark" culture, "Research on trademark" historical materials, the detailed historical data and picture exhibition provides a search of modern China textile "brand" for this the clue and research basis. However, in further, after the system analysis this paper argues that the "trademark" is only the external manifestation of the brand, and the brand is " Technology, patent, organic unity of culture and management, especially the brand has the intrinsic cultural value is the significance of living. On the China modern textile brand image and birth history, mostly scattered in the national textile industry and the rise of modern revolutionary history, modern history, economic history research the characters and history, complete data mining and research work has not yet been reached. At present, the "brand value theory" in academic research at home and abroad, just unfolding business and academia. With the impact of the global economic integration of the textile industry in China, has been recognized brand to protect and reuse time-honored cultural heritage protection, the importance of national industry, and start from the macro strategic level of the national culture, city culture and ecological economy, brand economy business model. Department of a specific request which is the current national "The Belt and Road" strategy for the research on the history of textile technology and internal drive. All brand building is to explore the formation of historical value, technological value, cultural value and social significance, this is where the research of national textile brand based on Modern China the significance of this topic is the creative point. This paper is in the previous macro, based on scattered, according to production with modern western industrial society "brand" concept as the theoretical basis, the product brand is the national cultural innovation specific operation in the economic society, through technological innovation brand with the national economy and culture based on a deep relationship between the points of view, the establishment of "brand and technology innovation", "brand and cultural self-confidence", "three propositions based on brand and business innovation" Discussion on cultural development, China textile brand in the innovation and specific operation. Then, the main research of China modern national textile brand literature review and case study, to explain the relationship between national culture and enterprise brand, through dialectical harmony of culture and technology, analysis Chinese modern textile brand from traditional culture to learn the meaning respectively; "Shen new bell", "Meiya silk" and "five and three geese" in modern China textile enterprises in the history of the brand as an example, to explore how enterprises in technology research and development, cultural excavation, management innovation as the foundation, build brand image, enhance brand value, to observe the influence of traditional culture on the creation of brand image by then; textile machinery innovation bottleneck of contemporary textile enterprises and brand development, to refine the historical experience as reference, Chinese national textile brand innovation of modern The contemporary textile brand construction reference. The modern national textile brand for this research case analysis can be found, the textile industry in modern China although the emergence of a large number of well-known enterprises, but its technology and equipment are mostly dependent on the overall introduction to complete product brand creation and upgrading, product quality advantages of little effect, so the performance of the core competitiveness of products in the combination of Chinese culture and sense of national crisis, whether for textile products external brand image design and marketing choice, or to the internal material, quality and fine day insist, show Chinese unique spirit and style, such as national cohesion, cultural spirit and silk cheongsam. And enterprising spirit. It is due to these cultural traits, and then to the domestic and foreign Chinese and Asian market has a huge attraction. In addition, the technological innovation and management of hand Some become an important source of the formation of brand value and brand culture influence, with excellent quality and psychological satisfaction, modern national textile brand wide acclaim. In summary, this study proposes the following three conclusions to further integrate research, is also the innovation of this study: first, different from the previous research angle of modern economic history politically, this research focuses on the interaction between science and technology and social culture, starting from the Chinese have quite rich cultural soft power, discusses the modern national textile enterprises with traditional culture, popular culture, advantage and ability of science and technology and manufacturing, it created a batch of outstanding national textile brand in the development process in the practical experience and market foundation. Rapid promotion of national cultural soft power is helpful to the contemporary textile brand, enhance the brand as a comprehensive national image Value. Second, different from the previous research on trademark or brand theory, this study through newspapers, archives and other historical documents, this paper discusses the internal consistency between the Chinese cultural soft power and national textile brand image. Modern national textile products with advanced technology, excellent quality, pay attention to the design of the brand image, these products the brand image reflects the Chinese people's national image. The China textile enterprises in the pursuit of the world on the road, not to lose their own cultural connotation, brand is the re interpretation of the Chinese culture, to create. Third, different from the historical studies on simple past, this study will be applied to the practice of historical experience and innovation of contemporary textile brand culture the relationship between brand image, it is pointed out that the modern national textile and the strength of the national economy, is the national representative of industrial production, reflect the product development. The national spinning Textile industry brand image should be based on the principle of textile, mechanical technology and cultural core on independent innovation foundation, technological innovation is the lasting vitality of the brand image, cultural self-confidence is the eternal value of brand springhead. This research is not real, historical documents collected rich enough, not comprehensive enough, the minority textile brand history create a further explore, expand. Especially, because of material and time constraints, in addition to cotton, wool, silk, the research on brand Chinese textile major categories -- hemp fabric, also without expansion, this is the future research needs of expansion and in-depth study of national textile brand theme. The culture of modern China is only the beginning of the China textile brand, there are still many issues to be deepened and expanded. This article only in this one is a fool. It is expected that the relevant experts' predecessors' criticism should be corrected.

【学位授予单位】：东华大学
【学位级别】：博士
【学位授予年份】：2016
【分类号】：F429
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本文编号：1373768