新时期国潮视域下文化赋能品牌创新途径研究  

Innovative Approach of Cultural Empowerment Brand in the Perspective of National Trend in New Period

作　　者：白雪[1,2] Azhar Bin Abd Jamil BAI Xue;Azhar Bin Abd Jamil(Chongqing College of Humanities,Science&Technology,Chongqing 401520,China;University Technology of Mara,Kuala Lumpur 40450,Malaysia)

机构地区：[1]重庆人文科技学院,重庆401520 [2]玛拉工艺大学,吉隆坡40450,马来西亚

出　　处：《包装工程》2022年第14期388-395,共8页Packaging Engineering

基　　金：重庆市教委人文社科研究项目。

摘　　要：目的以国潮传统文化复兴现象分析入手,探究新时代背景下文化内涵赋能品牌的多重途径,进一步为本土品牌形象构建提供思路。方法梳理国潮热点现象背后的成因,探究文化赋能品牌的表征与内涵,总结新时代品牌构建的文化元素提取与创新机制的内在关联,完善品牌文化价值挖掘和表达的创新途径。结论品牌有复杂多样的特性,通过“外延化、跨界化、情景化、娱乐化”等设计表达途径进行文化赋能,不但能深度提升品牌文化价值,促发情感共鸣,更彰显文化自信,也为实现民族复兴伟大目标,为品牌形象乃至国家形象“自塑”提供新的思路。The paper aims to analyze the cultural phenomenon of China chic and explore the multiple ways of empowering brand with cultural connotation in the background of new era,so as to provide ideas for the construction of local brand image.The causes behind the hot spot phenomenon are arranged,the representation and connotation of the culture-enabled brand are explored,the inherent relationship between the cultural elements extraction and the innovation mechanism of the brand construction in the new era is summarized,and the expression way of brand cultural value mining and innovation is perfected.The brand has complex and diverse characteristics,through"extension,cross-border,scene,entertainment",and other design expression ways to carry out cultural empowerment,not only can enhance the brand cultural value,promote emotional resonance,show cultural self-confidence,also provide new ideas for the brand image and even the national image"self-shaping".

关 键 词：国潮 文化赋能 民族复兴 品牌构建 创新途径 

分 类 号：TB472[一般工业技术—工业设计]