加强中国特色品牌建设与推进中国式现代化的关系研究  

The Relationship Between Strengthening Brand Construction with Chinese Characteristics and Promoting Chinese Path to Modernization

作　　者：张锐[1] 王红君[1] 张燚 ZHANG Rui;WANG Hongjun;ZHANG Yi(Institute of Brand Sciences,Chongqing University of Arts and Sciences,Chongqing 402160;School of Journalism&Communication,Southwest University of Political Science&Law,Chongqing 401120,China)

机构地区：[1]重庆文理学院品牌科学研究所,重庆402160 [2]西南政法大学新闻传播学院,重庆401120

出　　处：《四川轻化工大学学报（社会科学版）》2023年第2期1-16,共16页Journal of Sichuan University of Science & Engineering：Social Sciences Edition

基　　金：国家社会科学基金项目(21XJY003)。

摘　　要：按照品牌思维的不同,可把中国品牌的历史演进划分为传统老字号品牌时代、西方品牌引进学习时代和中国特色品牌建设新时代三个阶段。根据中国式现代化的中国特色和本质要求,中国特色品牌的根本属性、建设逻辑和功能作用发生了根本性变化,亟需树立大品牌观。中国式现代化的内容众多,与中国特色品牌建设相关的内容主要有:着力推动高质量发展、强化现代化建设人才支撑、铸就社会主义文化新辉煌、提高人民生活品质、促进人与自然和谐共生、坚决维护国家安全和社会稳定等六大方面。研究发现:中国特色品牌是推动高质量发展、促进人与自然和谐共生、建设真善美文明社会和维护国家安全的重要力量,是开展思想政治教育和培养现代化建设人才的重要工具,是践行社会主义核心价值观和满足人民美好生活需要的重要途径,是传承发展中华优秀传统文化和展现可信、可爱、可敬中国形象的重要支撑。纵览中欧美等世界各国及大历史发展中的品牌,均具有多样性。多样性的品牌世界可以概括为:两大现象(人事物牌现象和思想理念现象)、两大活动(认识品牌和建设品牌)和一个基本问题(品牌存在和品牌思维的关系问题)。中国特色品牌与国内一般品牌和其他外国品牌有本质不同。西方国家基于城邦文明、生人社会和功利主义的品牌发展意识与知识体系有其特殊性和适用条件,中国特色品牌建设实践既有共性更有特殊性,亟需运用马克思主义思想指导中国特色品牌学知识体系的构建,以形成品牌哲学、品牌科学、品牌工程和品牌艺术“四位一体”的认知结构,避免对品牌长期处于“盲人摸象”的状态。According to the Chinese characteristics and essential requirements of Chinese modernization,the fundamental attribute,construction logic and function of the brand with Chinese characteristics have undergone fundamental changes,and it is urgent to establish the concept of big brand.The content of Chinese modernization is numerous,and the content related to brand building with Chinese characteristics mainly includes six aspects:focusing on promoting high-quality development,strengthening talent support for modernization,creating new brilliant socialist culture,improving people's quality of life,promoting harmonious coexistence between man and nature,and resolutely safeguarding national security and social stability.This study finds out:Brands with Chinese characteristics are an important force for promoting high-quality development,promoting harmonious coexistence between man and nature,building a civilized society of truth,goodness and beauty and safeguarding national security.They are an important tool for carrying out ideological and political education and training talents for modernization,and an important way to practice core socialist values and meet the people's needs for a better life.They are important support for inheriting and developing the excellent traditional Chinese culture and presenting a credible,lovely and respectable China.A survey on the great historical development of the brand in Europe,China and the United States and other countries in the world shows that it has diversity.The diversified brand domain can be summarized as:two phenomena(people,things,brand phenomenon and ideology phenomenon),two activities(brand recognition and brand building)and one basic problem(the relationship between brand existence and brand thinking).Chinese characteristic brands are fundamentally different from domestic general brands and other foreign brands.The brand development consciousness and knowledge system of western countries based on city-state civilization,stranger society and utilitarianism have their

关 键 词：中国式现代化 新征程 中国品牌 中国特色品牌 品牌强国 大品牌观 品牌学 

分 类 号：F713.52[经济管理—市场营销] C912.4[经济管理—产业经济]