温情的英雄:原型理论视野中的民生公司品牌文化研究  

Warmth of Heroes: Brand Culture Study on Minsheng Company in the View of Prototype Theory

作　　者：汪永平[1] 

机构地区：[1]西北工业大学,陕西西安710069

出　　处：《河南社会科学》2015年第8期98-102,124,共5页Henan Social Sciences

基　　金：2013年国家社科基金一般项目(13BZS058);2012年教育部人文社科基金规划项目(12YJA770038);西北工业大学资助项目(rwzz2014-14)

摘　　要：以品牌原型理论为框架,考察民生公司的深层文化意涵,认为民生公司是一个集英雄原型与照顾者原型为一身的多维面品牌。因其充满献身精神的英雄情怀,让人寄予无限崇敬与景仰;因其温情的照顾与保护,让人对其充满依恋与感怀。因为原型意象的意涵满足了人类的基本需求与欲望,也释放了心理深层的梦想和期待,因此民生公司成为一个极富吸引力与想象空间的企业品牌。By the use of brand prototype theory as the framework, the implication of deep culture inMinsheng Company has been investigated. Minsheng Company is regarded as a multidimensional brandcombining the prototypes of heroes and caregivers. Due to its dedication of the hero feelings, infiniterespect and admiration are placed on it; due to its warmhearted care and safeguard, attachment andemotional recall are fully placed on it. Because the implication of prototype images has met the primaryneed and desire of human beings and has revealed dreams and expectation in the deep heart, hasbecome a brand full of attraction and imaginary space.

关 键 词：原型理论 英雄 照顾者 民生公司 品牌文化 

分 类 号：G05[文化科学]