基于受众视角的国货老品牌回归现象探究

发布时间：2018-01-17 23:27

本文关键词：基于受众视角的国货老品牌回归现象探究　出处：《湖南师范大学》2015年硕士论文　论文类型：学位论文

【摘要】：保留着中国特色生活印记的国货老品牌,有着悠久的历史和丰厚的文化内涵,是我国特定时期文化记忆的代表,积淀着一代人的生活经验和社会面貌,中国人追求实用、质朴的思想投射在国货老品牌的实际物品上,“经典国货”有着独特的历史文化记忆价值和社会意义,近些年来,在社会环境的改变以及受众心理变化的影响下,这些国货老品牌的“所指”和“能指”也在发生改变,影响着国货老品牌在现代社会中的价值和意义。自2008年以来“国货热”现象中出现的国货老品牌是论文的研究对象,以受众视角来探究国货老品牌回归现象,旨在理清现代人对国货老品牌的认知,扩大传承国货老品牌的社会意义。总结国货老品牌回归现象的产生、缘由及其创新性发展现状,结合“经典国货”所蕴含品牌意义和文化内涵的实例,揭示国货老品牌在新时代的价值意义,表明对国货老品牌进行品牌情感价值构建和创新性发展的重要性。论文一方面基于受众的消费心理,对国货老品牌的认知进行浅层次的分析,描述现实生活中受众时新的消费和认同心理,在无意识中影响着受众对国货老品牌(产品、技艺、服务等)的认知、理解和消费行为；以大众媒介和大众文化的相关理论知识,梳理了受众差异化、低碳环保和勇于创新的消费心理与国货老品牌回归现象之间的关系,并从受众对民族传统文化的认同心理方面,论证国货老品牌回归现象的重要社会意义。另一方面从受众心理层面透析出国货老品牌回归所折射出的受众怀旧意识,依据传播学的体验营销理论,具体分析了怀旧意识对国货回潮的驱动作用,并由此上升到怀旧文化与国货老品牌传统文化“对流”的文化意义层面。回顾着往日的老物件,国货老品牌因受众的怀旧情结带来的影响不容小觑,人们从中感受着过去纯粹的欢乐和满足,时代更迭,如今“经典国货”成为艺术和时尚,传达着过去时尚元素在现代社会的持久生命力。进入后现代消费社会,受众的后现代消费心理影响着国货老品牌回归现象在社会文化学上的意义。对社会上出现的扭曲国货老品牌文化内涵、滥用国货老品牌符号滥用(拼贴、复制、伪造等)等现象,必须给予后现代批判意识上的客观审视,以阐释国货老品牌回归现象的文化记忆价值,传达敬重民族本土品牌和传承民族文化的社会责任。尤为重要的是,在全球化背景下,强调传统文化的传承意义和民族品牌走向世界的品牌意义,对国货老品牌的延续和再生、品牌价值构建、民族品牌意识的加强以及国家形象的建设有重要意义和深远影响。
[Abstract]:With a long history and rich cultural connotation, the old brand of Chinese products with Chinese characteristics is the representative of the cultural memory of a specific period of our country, and accumulates the life experience and social outlook of a generation. The Chinese people pursue practicality, simple thought projects on the actual goods of the old brand of domestic goods, "classic domestic goods" has unique historical and cultural memory value and social significance, in recent years. Under the influence of the change of social environment and the psychological change of the audience, the "signified" and "signifier" of these old brands of domestic goods are also changing. It affects the value and significance of the old brand of domestic goods in the modern society. Since 2008, the old brand of domestic goods appeared in the phenomenon of "hot domestic goods" is the research object of this paper. From the perspective of audience to explore the phenomenon of the return of old brands of domestic goods, in order to clarify the modern cognition of old brands of domestic goods, expand the social significance of inheriting the old brands of domestic goods, and summarize the emergence of the phenomenon of return of old brands of domestic goods. The reason and its innovative development status, combined with the "classic domestic goods" contained in the brand meaning and cultural connotation of the examples, to reveal the value of the old brands in the new era significance. On the one hand, based on the consumer psychology of the audience, the paper analyzes the cognition of the old brand of domestic goods at a shallow level. Describe the new consumption and identity psychology of the audience in real life, and unconsciously influence the audience's cognition, understanding and consumption behavior of the old brand (product, skill, service, etc.); With the relevant theoretical knowledge of mass media and mass culture, this paper combs the relationship between audience differentiation, low-carbon environmental protection and innovative consumer psychology and the return of old brands of domestic products. And from the audience to the traditional culture of the identity of the psychological aspects. On the other hand, analyze the audience nostalgia reflected by the return of the old brand of domestic goods from the psychological level of audience, according to the experience marketing theory of communication. This paper specifically analyzes the driving effect of nostalgia consciousness on the return of domestic goods, and thus rises to the cultural significance of nostalgia culture and the traditional culture of the old brand of domestic goods, and reviews the old objects of the past. The influence of the old brand of domestic goods due to the nostalgia complex of the audience can not be underestimated. People feel the pure joy and satisfaction of the past, the times change, and now "classic domestic goods" has become art and fashion. It conveys the lasting vitality of the past fashion elements in the modern society and enters the post-modern consumer society. The post-modern consumer psychology of the audience affects the social cultural significance of the return of the old brand of domestic goods. It distorts the cultural connotation of the old brand of domestic goods and abuses the abuse of the symbol of the old brand of domestic goods (collage, replication). In order to explain the cultural memory value of the phenomenon of the return of the old brand in China, we must give an objective examination on the postmodern critical consciousness, such as forgery and so on. The most important thing is to emphasize the significance of traditional culture and the brand of national brand in the world under the background of globalization. It has great significance and far-reaching influence on the continuation and regeneration of the old domestic brands, the construction of the brand value, the strengthening of the national brand consciousness and the construction of the national image.
【学位授予单位】：湖南师范大学
【学位级别】：硕士
【学位授予年份】：2015
【分类号】：F279.2

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