借力文化生态的品牌语境分析  

Brand Context Analysis based on Cultural Ecology

作　　者：孙浩章[1] 王丰[1] Sun Haozhang;Wang Feng(Xi'an University of Technology,Xi'an 710048,China)

机构地区：[1]西安理工大学,西安710048

出　　处：《艺术与设计（理论版）》2020年第9期31-33,共3页Art and Design

基　　金：陕西省社会科学基金项目(编号:2018K15);西安理工大学科研基金(编号:2018RY004)。

摘　　要：文章分析多元文化背景下的语境价值与语境效应。研究以市场为先导的品牌生存环境,提出语境是适应文化生态影响品牌表现与品牌生存的关键因素与重要手段。作为连接品牌与市场的重要环节,语境直接作用于品牌形象、用户认知与品牌生存状态,成为品牌、用户与市场之间的连接纽带。准确地构建品牌语境,使品牌展示适应自身特点与外部约束,能够有效地提升形象力与竞争力。This paper analyzes the context value and context effect under the multicultural background.This paper studies the market-oriented brand survival environment,and points out that context is the key factor and important means to adapt to cultural ecology and influence brand performance and brand survival.As an important link between brand and market,context directly affects brand image,user cognition and brand survival state,and becomes the link between brand,user and market.Accurate construction of brand context,so that the brand display to adapt to its own characteristics and external constraints,can effectively enhance the image power and competitiveness.

关 键 词：语境 品牌形象 文化生态 品牌展示 

分 类 号：G05[文化科学] C93[经济管理—管理学]