全球消费者文化研究:进展、评述与展望  

A Research on Global Consumer Culture:Progress,Review and Prospects

作　　者：黄海洋 何佳讯[2,3] Huang Haiyang;He Jiaxun(School of Economics&Management,Wuyi University,Jiangmen 529020,China;Faculty of Economics and Management,East China Normal University,Shanghai 200062,China;Institute for Nation(al)Branding Strategy,East China Normal University,Shanghai 200062,China)

机构地区：[1]五邑大学经济管理学院,广东江门529020 [2]华东师范大学经济与管理学部,上海200062 [3]华东师范大学国家品牌战略研究中心,上海200062

出　　处：《外国经济与管理》2022年第5期98-113,共16页Foreign Economics & Management

基　　金：国家自然科学基金面上项目(72072059);国家自然科学基金青年项目(72102167);教育部人文社会科学研究项目(20YJC630045);广东省哲学社会科学规划项目(GD18XGL58)。

摘　　要：作为全球品牌化研究领域的基础构念,全球消费者文化已成为该领域研究的焦点,并衍生出感知品牌全球性和全球消费者文化定位两个构念,引领学界的研究方向。鉴于此,本文围绕全球消费者文化,从其理论根源、核心构念和研究主题等方面对全球品牌化相关研究进行了系统性回顾。特别地,本文还基于中国的经济和文化背景,结合目前的研究进展,分析了现有研究存在的主要问题,并在此基础上提出了新的研究机会。最后,围绕全球消费者文化,本文从研究取向、研究方法和研究背景三个方面提出了若干建议供未来的研究参考。Under the background of the combination of globalization and anti-globalization,many Chinese brands try to go to the global market with the purpose of achieving brand breakout.Compared with Western developed markets, the Chinese market has a highly active digital environment and a cultural environment that are different from the West, which provides a new perspective for global branding research. However, previous studies mainly adopt the etic approach to conduct global branding research, which is reflected in the construction of cross-border universal research frameworks or research conclusions. This paper provides a systematic review of global branding research from theoretical roots, related core constructs, and research themes regarding global consumer culture.Particularly, based on China’s economic and cultural contexts and the current research progress, this paper adopts the emic approach to identify main under-researched problems and propose new research points.Firstly, based on previous studies, this paper reviews three theoretical foundations that underpin global consumer culture, namely, consumer culture theory, cultural globalization theory, and acculturation theory. The three theories outline the connotation, causes, and consumers’ differentiated attitudes of global consumer culture, respectively. However, these theories do not explicitly answer the cultural composition of global consumer culture. Therefore, on the basis of synthesizing three understandings regarding global consumer culture in academic circles, we redefine it as a collection of a series of cultural signs or cultural symbols originating from different countries that are jointly understood by specific consumer groups all over the world and can help them establish a sense of identity beyond local. Next, two related core constructs derived from global consumer culture are analyzed, namely, perceived brand globalness at the consumer cognitive level and global consumer culture positioning at the enterprise strategic level. The main prob

关 键 词：全球消费者文化 中国情境 感知品牌全球性 全球消费者文化定位 逆全球化 

分 类 号：F270[经济管理—企业管理]